Million voices

Creative idea

Tension: In 2018 Coca-Cola, the Official Partner of FIFA World Cup and Russian National team, faced low interest in football among young audience of Russians. Teens had all went digital and mobile, and the brand had to approach them differently. Idea: Coca-Cola spoke to its young audience with their own [visual] language, digital, in film. Execution: Football Anthem music video edit seamlessly imitates the process of its real-time creation in digital environment: the logic of the edit represents user’s native behavior in social media, depicts his POV and his journey.

Brand name: Coca-Cola
Advertiser / client: Coca-Cola
Product / service: Soft drinks
Campaign name: Coca-Cola FWC 2018
Agency network: MCCANN WORLDGROUP
Agency: McCANN Moscow
Additional company: n/a
Production company: Bazelevs Productions
Executive creative director: Shamil Sharifyanov
Art director: Konstantin Tokarev
Copywriter: Georgy Akatov
Account director (agency): Anna Kuzyakina
Strategic planner / strategist: Elizaveta Ivanchak
Senior planner: Elena Golubeva
Film production: Bazelevs Productions
Director: Timur Bekmambetov
Music: Basta
Screenwriter: Ivan Petukhov, Shamil Sharifyanov
Agency producer: Polina Erofeeva
Post production: Bazelevs Productions