Coca-Cola / Demuestra que crees

Coca-Cola: Demuestra que crees

For the 2018’s Russian World Cup, Coca-Cola trusted us to develop the campaign Demuestra que Crees. We thought of a campaign that dealt with the skepticism and incredulity that soccer fanatics had regarding the national team. The main message: we all believe in the national team even if it does not show.

This spot represented a great challenge for the Coca-Cola Media House as it is the biggest campaign Coca-Cola makes every four years. Time was essential since we had less than 5 days to record, edit, post-produce and deliver the ad to all the media in the country.

A particular difficulty was finding the right moments and dialogs, because telling the story in 60 seconds without rushing it was not an easy task. As an editor, it was important for me to give closure to each story, whether the person believed in the team or not. It was then that I chose to end the spot with the most negative characters because their decision not to accept they believed created a positive feeling in the audience since their real feelings could be perceived.