A brand partnership between Coca-Cola and FIFA, built on Coca-Cola's fifty-year relationship with the world's most watched sport.

To bring the partnership to life, we created COCA-COLA CAPTAINS, a platform that puts the armband in the hands of the fans, as they collect, build and lead their own dream team to victory.

The campaign launched with a limited edition bottle label design to match the official FIFA World Cup captains armbands.

On the pitch PR writes itself as national hero’s inspire the next gen of players, whilst off the pitch Coca-Cola brings these dreams to life, through an interactive, card collecting game.

Removing the label to enter doubles as a recycling call to action, turning a sustainable behaviour into squad-building currency. A FIFA-integrated digital card system let fans collect, trade and compete through a live rankings and real time stats platform, to win prizes, drive engagement and have fun.

The armband even stretches across merch, providing lucky winners with their own captain cooler sleeves.

Coca-Cola Captains was designed not as a campaign but as a platform; one that grows across every major tournament, carrying fans and their collections with it.

Coca-Cola World Cup Captains

Coca-Cola Euros Captains

Coca-Cola Copa America Captains

…the list goes on, allowing for constant engagement and the ability of global or targeted campaigns.