New Blood Entry — The First Trophy
Award: Yellow Pencil
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.
What did the judges have to say?
First trophy: This work was inspired by an insight which had a cultural truth at its core. This made the story rich to tell from its inception. Pair that with a powerful execution and roll out, this piece was hard to ignore.
Bongiwe Neema Nouse, Integrated Creative Director, The Odd Number
Taken from recording - 'This entry was based both on local insights that felt globally expansive and had the potential to be adapted for multiple audiences. The idea was well thought out, considering the full execution across all channels. The execution looked great and was highly relevant to Gen Z and the brand, and the product integration was also crucial to the idea.
Farah Sheikh-Ogoe, Brand Consultant, Freelance