Cannes Lions

Share a Hug 2018 World Cup

OGILVY SHANGHAI / COCA-COLA / 2019

Presentation Image
Demo Film

Overview

Entries

Credits

Overview

Background

In World Cup, every team fight for their own nation, every fan supports their own team.

Coca-Cola, being the main sponsor of the world sporting event, do not wish for these rivalries to to be divided because of loyalties. The brand believes that unity is key to a healthy competition, thus bridging the divide between everyone throughout the event.

Idea

Coca-Cola wants to unite everyone through action.

The brand wishes everyone to Share a Hug, an action universally known, a device as recognizable as the brand’s iconic bottle.

Strategy

Using the moments in final match in World Cup, we created the buzz revolving the two competing teams.

Execution

To spread Coca-Cola’s peace message across the brand’s platforms, we created a simple visual, where 2 known footballers, Pogba and Modric, running towards each other and hugged, a silhouette of Coca-Cola bottle formed through their hugging.

During the World Cup finals, where tension rises among players and fans alike, the hug visual was posted simultaneously online and other key channels and game highlights where tension might happen during the game period, uniting the audience at every moment at that time.

Outcome

Over 500k netizens viewed the hug

10% in Brand Awareness

6 Million Total Impressions Reached

Similar Campaigns

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Pit Stop

ANOMALY, Los angeles

Pit Stop

2021, COCA-COLA

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