Branded content in South America is usually related to simple sponsorships or product placements.

Coca-Cola made every fan’s dream of standing in front of the trophy possible. And it also created an unforgettable piece of communication based on the one person we believed deserved to be the first person to see the trophy live. This is the story of how we surprised an armless fan who, with 2 former Argentine team players, gave birth to the most important picture taken at the 1978 FIFA World Cup: The Soul Embrace. We condensed together Coke’s ADN of sports, happiness and equality.

More than 25,000 people came to the World Cup Trophy exhibit, exceeding by far our client’s expectations which aimed at 10,000 people. The Soul Embrace is a powerful story that became a viral success in Argentina and also in the rest of Latin America: it had 10 million views on YouTube –and this number is still growing- and was also broadcast on the news on national TV as earned media. The expected social buzz was achieved too: 6,500 FB and Twitter impressions per hour during the event. Visits to Coke’s website increased by 700%.