New Blood Entry — The First Trophy
Coca-Cola / 2024
In Brazil, almost everyone has played a worth-coke match, a tradition that's turned it into the first trophy of many people's lives. But, as times goes by, things change. Now, 70% of Gen Z view gaming as a social cornerstone, and the once-bustling fields and courts are a little quieter.
To keep the legacy alive, we're meeting Gen Z in Cidade Alta, the largest virtual city of Latin America, an open source server of GTA V. Here, players will embark on a challenge for the trophy — a Coke, not just in pixels, but delivered in ice-cold reality to their doorstep.
