Meet a Team of Young Soccer Masters in New Copa Coca-Cola Campaign
Award-winning filmmaker Marc Raymond Wilkins recently directed the ten-spot "Which Part Will You Play?" campaign for Copa Coca-Cola, a Coca-Cola-sponsored youth soccer tournament uniting talented teenagers from over sixty countries in support of teamwork and sportsmanship.
Completed via Ogilvy Sydney and Papaya Films, the campaign profiles Copa Coca-Colas teen ambassadors from around the world, showcasing how each one contributes a unique strength to his or her team. New spots are rolling out throughout March.
The campaign kicks off with a 45 second prologue spot immersing viewers in each teen ambassador's home as they receive word from Copa Coca-Cola of their acceptance into the tournament. Each ambassador then opens his or her bedroom door to find themselves on the soccer field, sporting jerseys that label the unique role he or she plays on the team - The Machine, The Rock, The Joker, The Rebel, The Artist, The Perfectionist, The Impossible, and The Heart.
The narrative builds in eight 30 second spots profiling each teen ambassador and his or her personal story, leading up to a finale spot. The spots are airing online globally on Copa Coca-Cola's ambassador page along with behind-the-scenes video interviews.
Wilkins filmed all spots on location in Poland over six days, opting for a documentary-style approach to capture the energy and drive of each ambassador with no filters. Prior to the shoot, each ambassador submitted photos of their actual bedrooms, which were re-created as physical sets inside the stadium in order to illustrate each teens cultural and personal identity in the prologue and finale. For each profile spot, Wilkins seamlessly incorporated text into the live-action, tailoring the color, size and composition to feel organic to each ambassador and their surroundings.
"I love that soccer can eliminate boundaries and be a catalyst for growth, determination and collaboration," said Wilkins. "In that vein, I wanted to create profiles that were intimate, while at the same time universal in their message. Each of these teens is inspiring and authentic, so using a raw visual style rather than enhancing or finessing served to underscore the reality of their stories and the sense of humanity and common ground that drives the tournament."
Art Director: Matt Ennis
Copywriter: Blake Arthur
Creative Agency: Ogilvy Sydney
Group Account Director: Ben Hallam
Group Creative Director: Boris Garelia
Producer: Gabe Hammond
Senior Account Manager: Ruth Hatch
Senior Art Director: Wellison DAssuncao
Senior Copywriter: Scott Mortimer
Editor: Wojtek Wlodarski
Post Production / VFX
Post Production House: Televisor
Director: Marc Raymond Wilkins
DOP: Burak Turan
Executive Producer: Kacper Sawicki
Producer: Tomek Kulesza
Production Company: Papaya Films
Production Designer: Grzegorz Piatkowski
Category: Pop/fizzy , Soft drinks