ABOUT

In late-2017, Coca-Cola Brazil launched a national promo campaign called Fan Feat. The idea was to put the face of nine top Brazilian singers on Coke cans and call out music fans to vote for their favourites by purchasing them. The three most voted artists would record a hit song together, a videoclip and also perform a guest concert for the fans who voted the most throughout the three-month campaign.

The extensive campaign needed some activation boosts along its run to keep social engagement high. In early February, about halfway through the campaign, we benefited from Carnival - Brazilian most famous holiday - and promoted a photo activation at two of its most prestigious events.
At Vogue Carnival Ball and at “Nosso Camarote“ - the most famous luxury box at Rio’s Sambodrome - we created a beautiful and professionally illuminated photo stand. Various brazilian famous artists and social influencers attending the events stepped up the stand, chose his/her favourite singer’s Coke can and took a picture, by a professional photographer, simulating the black and white campaign’s photo mood - only the can was colourful. To speed up the delivery of the photoshop-treated photos, we had a team of Retouchers at backstage to edit and send the pictures so the attendees could share them still while at the events.
The activation was a huge success due to the hundreds photographed famous artists’ instagram posts, which ended up reaching thousands of followers helping the campaign to keep a high level of engagement.