Coca-Cola displays ‘happiness flag’ on pitch ahead of World Cup opening match
Ahead of the opening match of the World Cup between Brazil and Croatia, Coca-Cola unveiled its happiness flag, featuring over 200,000 fan images.
Part of the drink brand’s The World’s Cup campaign, the flag was formed of 192 printed nylon fabric panels, recreating a design developed by Brazilian street artist Speto in collaboration with Argentinian artist Tec.
Emmanuel Seuge, vice president of global alliances and ventures at the Coca-Cola company said: “At the start of our campaign for the 2014 Fifa World Cup, ‘The World’s Cup’ we set out to create the most inclusive and participatory Fifa World Cup ever. Through “The Happiness Flag”, we gave fans from all around the world the unprecedented opportunity to be a part of the greatest football stage of all.
“Football has an incredible power to bridge social, cultural and geographical divides and “The Happiness Flag” is the perfect illustration of this power, creating a shared experience for people.”
The flag was digitally-produced by Robert Silvers, the inventor of Photomosaic technology.