Coca-Cola | 2010 FIFA World Cup: Roger Milla | Global

Joseph Tripodi, chief marketing and commercial director at Coca-Cola, first revealed the 'History of Celebration’ campaign in September last year. The TV ad is the first of a three part series the beverage company will release up until the FIFA tournament. It is currently live on television and in cinemas in South Africa.

Coca-Cola signed soccer legend Roger Milla for the campaign and named him the godfather of 'goal celebrations’. Milla is said to be the first African player to score a goal in the FIFA World Cup and coincidentally performed his 'corner celebration’ in front of the Coca-Cola perimeter board in 1990.

Dancing is the way to express happiness, and this campaign coincides with the 'Open Happiness' theme of Coca-Cola. The 'What’s your celebration’ microsite via celebrations.coca-cola.com has multiple components for people to be part of the game around the world. Coca-Cola is flying the FIFA trophy across the globe.

The 'Longest Celebration' part of the project asks people to submit their own goal celebration dances which will eventually be developed into a non-stop long running video on the site. Other elements include news updates on the FIFA campaign, downloads of the official soundtrack and documentaries.






Credits:
Project 2010 FIFA World Cup; Roger Milla
Client The Coca-Cola Company
Creative agency SANTO
General creative directors Maximiliano Anselmo, Pablo Minces, Sebastián Wilhelm
Creative director Matías Ballada
Art director Maximiliano Anselmo
Copywriters Matias Ballada, Pablo Minces, Sebastian Wilhelm
Account director Ignacio Diez
Producer Ezequiel Ortiz
Production company Park PIctures
Director Lance Acord
Executive producer Jackie Kelman Bisbee
Producer John Bick
Editor Angus Wall
Sound mix company Animal Music
Mixer Julián Alonso
Post producer Kimberly Colen
Exposure Television, cinema, online, events