W+K, 180LA Invite the World to Rio for Coke and Pepsi

By Patrick Coffee 

The 2014 World Cup is coming to every continent but Westeros–and W+K Sao Paulo would like to remind us, on behalf of client Coca-Cola, what an international event it will be with the “One World, One Game” campaign.

The first spot in Coke’s “largest-ever marketing campaign” series is a global tour of  its latest “corporate social responsibility” project.

The company’s press release reassures skeptics: it surprised team members who “thought they were being filmed for a Coke documentary” with complimentary tickets to Rio, where they’ll “carry the national team flags onto the pitch during the Germany vs. Portugal match.”


We might point out that they were being filmed for a Coke documentary series, but we’re not quite that cynical.

Further chapters flesh out the local teams’ stories.

The second is even more like a short film, providing us with an intimate portrait of a Brazilian community on the edge of the Amazon that seems to exist within its own leafy bubble until a Coke rep shows up at 2:38.

The third spot plays the charity angle more directly with the story of a Japanese team that lost its gear to the 2011 tsunami.

Now take a minute to recover…

OK. 180LA took Pepsi’s entry in a very different direction, remixing Bowie by way of Janelle Monae:

In case you missed the “we are the world” angle, the spot’s guest stars are top players from teams across the globe. The interactive choose-your-own-adventure version, which allows the user to take several detours throughout the narrative, is currently killing our connection–but it’s well worth a look.

Now who did it best?

Wieden+Kennedy Sao Paulo

ECD: Guillermo Vega/Icaro Doria
Copywriter: Kako Mendez
AD: Eddy Guimaraes
Producer: Kerli Teo
Executive Agency Producer: Ben Grylewicz
Account Team: Spence Kramer / Flavia Cortes
Business Affairs: Dusty Slowik
Global Executive Creative Directors: Mark Fitzloff / Colleen DeCourcy

Production Company: Stink Ltd
Director Lead: Ivan Zacharias
Others: Kosai Sekine / Josh Cole / Nacho Gayan / Norman Bates
Executive Producer: Daniel Bergmann / Mungo Maclagan
Producer: Nick Landon / Ai Yamamoto / Toni Moreno / Robert Bray
Line Producer: Swantje Rummel / Sophie Hubble / Kristin Rathje
Production Assistant: Trond Olsen
Director of Photography: Adam Kimmel / Senzo Ueno / Sebastian Blenkov / Luke Jakobs / Rik Zang

Editorial Company: Joint
Editor: Tommy Harden / Nicholas Davis
Editor Assistant: JB Jacobs
Post Producer: Yamaris Leon
Post Executive Producer: Patty Brebner

VFX Company: The Mill, LA
Flame Artist: Bill Higgins
VFX Executive Producer: Enca Kaul
VFX Producer: Adam Reeb / Jesse Looney
Production Co-ordinator: Jilian Lynes

Music+Sound Company: Walker
Composer: Nicholas Wright / Mauricio Herszkowicz
Executive Producer: Sara Matarazzo:
Producer: Paul Dirksen
Mix Company: Barking Owl
Sound Designer/Mixer: Brock Babcock
Executive Producer: Kelly Bayett
Producer: Whitney Fromholtz


Partner, Chief Creative Officer: William Gelner
Managing Partner, Chairman: Chris Mendola
Creative Director: Dave Horton
Creative Director: Matthew Woodhams-Roberts
ACD/ Copywriter: Jason Rappaport
ACD/ Art Director: Mike Bokman
Copywriter: Joe Beutel
Art Director: Jaclyn Kritch
Head of Production: Natasha Wellesley
Executive Producer/Producer: Erin Goodsell
Director of Interactive Production: Christopher Neff
Senior Integrated Producer: Andrew Slough
Integrated Producer: Nili Zadok
Head of Account Services: Chad Bettor
Account Director: Sandy Song
Account Manager: Jessica DeLillo
Business Affairs Director: Loretta Zolliecoffer
Head of Design: Richard Harrington
Designer: Patrice Liu
Designer: Dan Pappas
Studio Design: Kyle Klinger

Production Company: US – Reset
Director: Johan Renck
Managing Director: Dave Morrison
Executive Producer: Jeff McDougall
Bidding Producer: Jen Beitler
Head of Production: Amanda Clune
Staff Coordinator: Heinrich Meyer
Producer: Annabel Ridley
Production Supervisor: Lana Greenaway
Shoot Location: Rio De Janeiro, Brazil
Shoot Dates: 12/7/2013 – 12/09/2013