Coca-Cola wanted to make a major brand activation in honour of Mother´s Day, something that would be touching and would speak to everyone: mothers, sons and husbands from all over Brazil, indistinctly, from all social classes and ages. A great challenge.

We decided to honour all the mothers of Brazil paying tribute to the most unfairly treated of them: the referee´s mother, who is invariably target of the worst insults in football stadiums.

The tribute took place in an official match between two very small teams the week before Mother's Day. We took the referee´s mother to watch a match refereed by her son. There, he declared all his love for his mother. $ 75,000 were invested in the activation. The video came to be shared and praised by thousands of people. For the first time in Brazil (and perhaps in the world), supporters decided to pay tribute to the referee´s mother. In two regional championship finals, with packed stadiums. A gesture watched by millions of viewers who followed the finals on TV.

Coca-Cola is a brand that connects emotionally with its consumers. Its concept is "Open Happiness", proof that it wishes to be a moment of joy and love in people´s lives. Speaking of emotion, football is the most beloved sport in Brazil, causing passion in millions of people. We got Coca-Cola to put together, in a very natural and touching way, the two greatest passions of the Brazilian people: football and their mothers.