Working in partnership with Speto – the artist who created the illustrations for the global branding identity system for Coca-cola for the FIFA World Cup 2014 – at the curatorship of other Brazilian illustrators with young and contemporary language, we selected a group of 4 artists and Speto himself to illustrate 18 host-countries.
We've crossed those countries' cultural similarities with the artist's work, giving references and coaching to reach the most representative look of each country.
The language created for the promo campaign focused on encouraging people to collect the mini bottles as memorabilia. The action was multi-platform, present in Out of Home, Point of Purchase, fleet Design and other marketing and social channels.
