Coca-Cola

FIFA TROPHY TOUR

The dynamic fan pledges.

Brief
At the occasion of the 2022 FIFA World Cup set in Qatar, Coca-Cola wants to give the fans the opportunity to show how much they support their team from kilometers away.

Idea
Usually, it’s the players who sign autographs. For once, let’s turn the tables by letting the fans share their pledges, that will turn in dynamic avatars.

Role
Ideation / Copy

Fans are guided along a curved wall covered with magic moments of the World Cup and a QR code to scan.

In a simple three steps process, they select a country, enter their personal pledge starting with “I believe....” and select their fan mood. Once complete, they can share their own pledge on social media.

As they move to the end of the curve they discover a large 180° screen at the the back of it. A virtual and dynamic crowd, full of virtual fans whose shapes are made up with the pledges of previous visitors on the large screen.

The message the fan post magically appears as a fan shape on the screen and the sound of the crowd intensifies.

In Qatar, dynamic billboards present the cheers of the virtual fans to the players along the roads from the training camps to the stadiums.

The crowd of pledges are also presented to the players into dynamic LED boards during national anthems and while the game is playing.