Coca-Cola launches biggest-ever World Cup campaign

With the FIFA World Cup round the corner, soft drink giant Coca-Cola is launching its biggest ever global marketing campaign by giving all fans a once in a lifetime opportunity to participate in the World Cup fever.
Through the 'The World's Cup' campaign, Coca-Cola will create unrivalled access, participation, empowerment and conversation with the goal of delivering the most accessible and inclusive World Cup ever. 'The World's Cup' will be brought to life through a number of key elements.
Underpinning the entire campaign is the longest ever FIFA World Cup Trophy Tour by Coca-Cola. It started in September 2013 when Coca-Cola took the trophy on a journey spanning more than 92,000 miles with a visit to 90 countries to encapsulate the true spirit of the campaign.

The Cup came to India in Kolkata in the month of December 2013 as a part of its journey.
To kick off the world's greatest sporting event, Coca-Cola invited fans from India to be part of the largest flag mosaic ever created and show the world the power of football to bring people from different backgrounds and beliefs together.
The Happiness Flag is the size of a football pitch and was designed by Brazilian street artist Speto in partnership with an Argentinian artist. The flag is actually a giant mosaic, the largest ever created, constructed from photos and tweets submitted by fans from around the world.

The 'One World, One Game' television and digital film goes live across the globe today and is the brand's invitation to the world to join tournament. The film, created in partnership with Wieden + Kennedy Sao Paulo, brings to life the stories of four football teams from four different corners of the world who have each overcome life's challenges through their love of the game.