The sollution was to bring art to the promo gifts. Working in partnership with Speto – the artist who created the illustrations for the global branding identity system fro Coca-cola for the FIFA World Cup 2014 – at the curatorship of others brazilian illustrators with young and contemporary language, a group of 4 artist and Speto himself were selected to illustrate 18 host-countries. We’ve crossed those countries cultural similarities with the artist`s work, giving refferences and directives to reach to most representative characterization of each country.
The language created for the promo campaign was focused to encourage people to collect the minibottles as memorabilia. The action was multi-platform being used in Out of Home, Point of Purchase, Advertising, Fleet Design among others.