In 2014, the FIFA World Cup was the greatest show on earth. As a major sponsor and football supporter, Coca-Cola wanted to join in the fun and games and get people moving. What better way to do this than through a kickabout? Or one million kickabouts to be precise?

Arc developed a toolkit of strategic and creative ideas across a range of touchpoints (modern trade, convenience, HoReCa and online) for markets to offer families everything they needed for a big game get-together, including a ball! In addition to this, we also teamed up with key accounts such as Carrefour to help them integrate exciting World Cup programmes into their existing sports based activities

Over the course of the tournament, sales of Coca-Cola products increased considerably and the campaign was rolled out to a further 13 markets across Central and Eastern Europe. What's more, 'Sprit of Play' is now being used as platform for all major sporting events sponsored by Coke.