FIFA World Cup Trophy Tour 2022 // RFP Response // Coca-Cola x FIFA
The FIFA World Cup Trophy Tour by Coca-Cola is a global tour that takes the real FIFA World Cup Trophy to over 50 markets before the tournament begins. It is a unique opportunity for fans to get up close and personal with a precious cultural artifact. Many of the events happen at iconic cultural venues and include local celebrities/footballers to giving the Tour an extra wow-effect. The Tour attracts people from all over, not just those with a passion for football and the World Cup.
Every 4 years, they are drawn to the legend of the Trophy, its exclusivity, and the extraordinary moments it conjures up when it comes to town.
It is an opportunity of a lifetime.
A life-changing experience.
A moment they wouldn’t want to miss.
Role: Art Director
Included: Concepting, Renderings, Client Relations, Art Direction, Consumer Journey Direction, Deck Design, Freelance Management, Creative Team Management
Concept: Worthy of the Hype
The Idea
The beauty of celebration looks different across cultures around the world. But the feeling is universal. Sometimes hard to describe, but always understood and known when felt. In 2022, Coca-Cola will uplift a global selection of artists, designers, and creators to visually, physically, and emotionally express how their respective cultures celebrate. We'll manifest this visual hype around celebration centered on Coca-Cola, and through the lens of the hype of football. A convergence of passions, all told by Coca-Cola.
Coca-Cola will collaborate with creators worldwide to celebrate football, art, and culture through a blend of experience, merchandise, and content to drive participation and refreshment to fans worldwide. These creators will provide bespoke additions to the tour through their unique styles, representing their vision of "Celebration." From AR filters to capsule collabs—even the chance to work hand-in-hand with Louis Vuitton—we'll leverage hype to power the tour.
Plugging Into Culture
DESIGNERS
In a global search, Coca-Cola will find artists and designers from all walks of life and cultures who align with the hope and optimism resonating with the Coca-Cola brand. These individuals embody taking their cultural upbringing and adapting it into something deemed worthy of hype. These designers will help customize and evolve the FWCTT across digital and physical platforms throughout the year and at each stop, adding their unique signature along the way.
WHO, WHAT, WHERE
We will tap into artists and designers from each of the 6 FIFA regions (UEFA, CAF, AFC, etc.). These individuals are regionally well-known for their skills but are yet lesser-known by the wider world. They are considered influencers from their area with ample following and are a good brand match for Coca-Cola
The Celebration Collection
THE CELEBRATION CAPSULE - THE FINAL PRODUCT
Creators are given a blank canvas of football kit wearables to express their unique take on celebration. These items will find their way into the larger Coca-Cola x FIFA Celebration Capsule to be released on tour.
Each capsule piece is also available via AR outfits on Instagram and Snapchat and other global social appropriate platforms. Fans from around the globe can support their favorite countries and “wear” the items, even if they aren’t able to attend the Trophy Tour in person.
AN EXTRA TOUCH OF LOUIS
Each Coca-Cola capsule piece is housed within FWCTT swag boxes specifically designed by Virgil Abloh himself—Hype grandfather and Creative Director of Louis Vuitton. While the LV trunk houses an artifact of celebration, a custom LV FIFA World Cup™ box will hold swag with the very same message.
LOUIS PLUS UP
Sticker designs are featured as an embroidered piece on limited edition Louis Vuitton Duffels available as surprise and delights in participating markets through AR integration on social. Those who take the most/best pics and tag @trophytour will get a limited edition, real life bag that will delight fans.
Seeding Hype
A common thread amongst the most coveted grails in hype culture are rumors of their release circulating for months. From insider accounts to more mainstream, even the sub-communities on Reddit or TikTok, the whole community is abuzz. When you break it down, hype is built on rumors and anticipation of rare, sought after pieces. Consumers need to get excited about a product. So what’s the best way to create tension?
Strategically leak WIP shots of the collabs into the depths of the internet. These leaks organically find their way into the mainstream, then Coca-Cola will confirm them along with release of FWCTT date. This sets the stage for people to discover the entire story of collaboration and the tour while they are seeking their coveted pieces.
Spreading the Hype
Teasing the Collabs
A common thread amongst the most coveted grails in hype culture are rumors of their release circulating for months. From insider accounts to more mainstream, even the sub-communities on Reddit or TikTok, the whole community is abuzz. When you break it down, hype is built on rumors and anticipation of rare, sought after pieces. Consumers need to get excited about a product. So what’s the best way to create tension? Strategically leak WIP shots of the collabs into the depths of the internet. These leaks organically find their way into the mainstream, then Coca-Cola will confirm them along with release of FWCTT date. This sets the stage for people to discover the entire story of collaboration and the tour while they are seeking their coveted pieces.
EDITORIAL/EPISODIC CONTENT
Throughout the tour, via the @trophytour IGTV and YouTube, 10-min editorials/biopics of each Coca-Cola Creator are released.
Episodes focus on: Who the creator is - What they do - Where they come from - How hope and celebration inspired them to make their capsule
Each episode ends with the creator placing their sticker on the LV World Cup Trophy Case to sign off and pass it over to the next creator.
Outlets like Hypebeast, Copa90, Complex, Bleacher Report and more pick up these stories for additional exposure.
A Befitting Ride
IRL EXPERIENCE
What’s cooler than having your own private airline and private hangar? Carrying the world’s most celebrated artifact in it, of course.
Utilizing the FWCTT plane, we not only host arrival ceremonies at the airports but build out awe-inspiring creative experiences for each tour stop.
At each Trophy Tour stop, our Creators “add” their visual expression to the plane and the set designs of the IRL experience. Each creative will premier their capsule collection for that region of the tour. Kits displayed around the trophy as media, influencers, and stakeholders board the plane to see.
The Hype Has Landed
ARRIVAL CEREMONY
The day has finally arrived. For weeks, fans have watched the creative process of artists and designers from around the world on social. They’ve grown an inspiring love for Coca-Cola as a brand bringing passionate artists from around the world together to celebrate football.
People take a break from work, they walk to their local pub and gather around screens to witness the plane arrive. Football Legends, heads of state, celebrities, and other key stakeholders welcome the Trophy to their home country.
On-site, press, influencers and a few ardent Coca-Cola fans snap photos, sharing immediately on their social feeds. Along with our distinguished guests, these influencers have the opportunity to board the iconic plane, outfitted with our creatives’ artwork, before being first in their region to see the entire FWCTT 2022 experience. Fans beam with excitement with an ice-cold Coke in hand.
The Hype Hangar
IRL EXPERIENCE
Hype-beasts and football fans alike lose their minds at the chance to secure tickets for the FWCTT Hangar experience presented by Coca-Cola. In true hype fashion, only a limited number of tickets are available per stop.
Those lucky enough are amazed by the scale as they queue up to get RFID bracelets. Entering the hangar, they can't help but dance to the music and smile as they sign in, listening to the emcee`s excited chatter.
First things first: HAVE to grab a delicious Coca-Cola from the bar. Coke has outdone themselves, securing their spot in the hearts of hype and football fans. Oh, whoa! a freestyle footballer does a shoulder-stall as guests hurriedly make their way to the merch booth. Fans eyed these pieces for months and want to secure a Celebration Capsule by their new favorite artists—a badge of honor they'll represent for the rest of their lives.
Wait...the artist is here! And they're doing a live piece. The emcee announces the arrival of another country-specific artist to collaborate on the live work. Crowds gather to watch and cheer on their favorite creator and add their own mark with artist created stencils. Staff uses a paint gun to customize t-shirts and scarves, with FWCTT words and phrases; along with design elements unique to the local artist showcased at the event. Guests add elements to their kits purchased from the merchandise location, as well as all get a customized wooden drink coaster from the event. Brand Ambassadors help guests snap photos with their friends collected on the RFID and to share all the action.
Guests can see the red thread of Coca-Cola celebrating culture through art and design everywhere they look.
TROPHY SHOWCASE CULMINATION
Fan’s passion and joy mount as they pass through stanchions watching others hop on stage. Each person gets a moment and personal or group photo with the golden icon. An RFID pushes this branded photo to their phone. As the event closes, the Coke Creative “adds” their design to the FWCTT plane. An ever-evolving piece of living art that carries through the whole tour.
The artwork created live at the event, and a commemorative Adidas game ball decorated by the artist remains with the local market. These pieces are auctioned off, and proceeds donated to purchase football equipment for the local youth center.
