Buenos Aires-based Mercado McCann was responsible for both developing the core creative idea of the campaign, 'Being Ready,' but also for three of the four TV commercials of this campaign, designed for various formats.
'Stock Up' is done to the beat of the AC/DC classic 'Are You Ready?' which is meant to inspire football fans to purchase their favorite Coca-Cola before each of the matches. Fans are shown jumping and running through the streets to get to their local stores and vending machines to be ready for the matches.
'Ready For' finds company employees talking to the bottles and preparing them for the emotions they may experience during the World Cup alongside the fans while inspiring them to “show the world what they’re made of."
The third ad, 'Uplifted Alex,' is the first to appear within the frame of the 2018 Fifa World Cup. Mercado McCann and Coca-Cola created the first spot within a videogame to be launched on real-world platforms. When playing EA Sports' Fifa ’18 in Journey mode, Alex Hunter, star of the game, will sign a sponsorship contract with Coca-Cola becoming the brand’s first virtual ambassador. Game players will be able to watch him shoot a commercial. In the spot below, the animated Hunter accepts a can of soda from a boy, who is consoling him after a bad game.
Uplifted Alex came to life as an ad to launch the new Coca-Cola Zero Sugar being pre-released on the Coca-Cola Sign in New York's Times Square – what the agency called the first 3D electro-kinetic billboard. The commercial was later played in movie theaters and on social media platforms.
A fourth spot, 'Uplifters' was developed by The Cyranos // McCann from Barcelona.
The campaign is complemented by a special edition of Coca-Cola cans with the numbers 0 through 9 printed on them. The idea behind 'Score Packaging' is for fans to share predictions before each match with their friends on social media platforms.
This Global Campaign led by Mercado McCann also included working together with Coca-Cola’s Global Design Team on the entire photographic campaign, carried out by photographers Guy Aroch & Anna Palma in New York City. The agency also participated on Panini’s digital sticker album with an exclusive section for fans, among other activations.