13 Pounds Of GoldApril 22, 2014
By Dave Fransen, VP Account Services
I’ve never been a soccer fan. I grew up in a tiny town where you either played traditional stick-and-ball sports or you wrestled. (I did not wrestle, for the record.) That’s it. There was no lacrosse, no hockey, and there certainly was no futbol.
So, last summer, when we learned we would have the opportunity to work with Coca-Cola to support its presenting sponsorship of the FIFA World Cup Trophy Tour in the U.S., I have to admit I felt pretty … well … neutral about the whole thing. Neutral, that is, until last week.
We get to work on a lot of really cool projects at Fast Horse, for clients big and small. And, over my seven years here, I’ve personally had the pleasure of working on a variety of things that have truly excited me.
But this World Cup trophy thing really surprised me. We caught up with it in Los Angeles after it toured 90 – yes, NINETY – countries, traveling 92,000 miles and being seen up close by more than one million people. FIFA described it as the most extensive, most inclusive trophy tour in history.
I have to admit, this thing truly is impressive. It is the most coveted athletic trophy in the world, featuring two nondescript “people” hoisting planet Earth on their backs in 13 pounds of 18-carat gold. Frankly, it looks pretty bizarre, but in a unique and kind of awesome way. I’ve seen the Commisioner’s Trophy (World Series), the Lombardi Trophy (Super Bowl) and even held Lord Stanley’s Cup in my time, but seeing the FIFA World Cup was incredibly impressive, even for a non-fan.
In L.A., we were able to work with Coke to drum up publicity around the Trophy Tour. Most notably, if you keep your eyes peeled for World Cup coverage on ESPN over the next few months, chances are you’ll see the trophy out of its acrylic case – an extreme rarity – against a Coca-Cola backdrop. And tonight, if you tune in to Fuse TV, you can catch the network’s Top 20 Countdown, which was filmed at the L.A. activation.
In addition to the trophy itself, Coca-Cola worked with musicians David Correy, Aloe Blacc and Wisin to create its own FIFA World Cup song, “The World Is Ours.” All three appeared in L.A. and performed the song at a packed event outside the Staples Center. Below you can check out a few pics from our weekend in SoCal.