Coca-Cola has extended its global campaign for the FIFA World Cup titled ‘The World’s Cup’ for the Bangladesh market.
The film conceptualised by Bates CHI & Partners, opens in a street in Bangladesh and shows two Brazilian football fans in Brazil colours celebrating on a two-wheeler. The film further shows more Brazilian fans hooked onto the game on a television set. Next up are Argentinean fans walking through a street. The voiceover says, ‘This is not Brazil, this is not Argentina. This is football.’ Shots of people playing football across various locations (beaches, lanes, rooftops, on a boat) are shown and the voiceover continues, ‘Played by everyone, shared by everyone, loved by everyone. This is not FIFA World Cup, this is the World’s Cup.’
Abhijit Datta, regional marketing manager, South West Asia, Coca-Cola, said, “Nothing brings a country together like football and Coca-Cola. We feel privileged to bring you this piece of communication that aims to capture the love and passion that Bangladesh has for football and the FIFA World Cup. It is based on a simple insight around how the country adopts teams - mostly Brazil and Argentina – and how entire country comes alive during the FIFA World Cup. At Coca-Cola, are attempting to make this the most inclusive world cup campaign ever by bringing Brazil to the World and taking the world back to Brazil. We started our journey in December 2013 by bringing the spectacular, authentic, gold FIFA World Cup Trophy to Bangladesh and are now all set to take the football fever in Bangladesh to another level with this piece of work.”
Suraj Vasanthan, ECD, Bates CHI & Partners, said, “The film, which shows the emotions and expressions surrounding football in different locations was also technically complex. Every location had a distinctive character and was completely different from the others. Our job was to connect the locations with the expressions in one unit, seamlessly.”
The 60-second film was unveiled on Coca-Cola’s global Facebook and YouTube pages on 5 May 2014.
Client: Coca-Cola Bangladesh
Creative agency: Bates CHI & Partners
Creative director: Suraj Vasanthan
Art director: Ashish Mridha
Copywriter: Suraj Vasanthan
Account head: Abeer Chakravarty
Production partner: Applebox Films
Director: Piplu Khan
Head of broadcast: Samaresh Mukherji