Coca-Cola se met au street art 3D pour la Coupe du Monde

Coca-Cola dévoile aujourd’hui une immense œuvre interactive de street art en 3D considérée d’un point de vue technique comme du « street art anamorphique ». Cette œuvre autour du football a été conçue pour transporter les fans directement du terrain de football au paysage urbain iconique de Rio de Janeiro et les inciter à bouger.

NWEN CocaCola 3d street art_1

La vertigineuse image en 3D, créée pour Coca-Cola par les artistes de street art mondialement célèbres « 3D Joe and Max » à Rio, donne vie aux vues panoramiques spectaculaires de la célèbre ville brésilienne vers laquelle se tourneront tous les regards lors de la Coupe du Monde de la FIFA™ 2014 cet été. L’image en elle-même est entourée par un terrain en gazon entièrement équipé et destiné à encourager les passants à jouer au football.

« Je suis un grand fan de football et j’attends avec impatience la Coupe du Monde de la FIFA™ 2014. La création de cette œuvre de street art en 3D autour du football a constitué une grande expérience pour moi, a déclaré l’artiste Joe Hill. Pouvoir utiliser le football comme un outil permettant d’encourager le mouvement sur notre toile nous a donné l’opportunité d’impliquer davantage les gens dans notre travail, et de donner ainsi véritablement vie à l’œuvre. »  a expliqué Joe Hill

« Coca-Cola met à profit son titre de sponsor de la Coupe du Monde de la FIFA™ 2014 comme jamais auparavant ; en célébrant non seulement le football au Brésil mais également en capitalisant sur la passion pour le football en vue d’inciter les gens à se dépenser davantage et plus souvent au cours des prochaines années. » s’est exprimée Céline Bouvier, Directrice Marketing Coca-Cola France.

Coca-Cola croit fermement au pouvoir du football et dans la capacité d’un simple ballon à inciter le plus grand nombre à bouger. Les événements sportifs internationaux sont une plateforme naturelle pour encourager la pratique de l’activité physique, la Coupe du Monde en est l’exemple parfait, surtout quand on y intègre la musique comme le fait la marque depuis plusieurs s années et encore cette année avec une collabration avec Aloe Blacc et un single, The World is Ours.

En Europe afin d’encourager à adopter un mode de vie plus actif, Coca-Cola soutient la pratique d’une activité physique quotidienne au travers de plus de 90 programmes dans des communautés locales. En 2013, ces initiatives ont impliqué 3,5 millions de personnes. En France avec « Le Sport Ça me dit », dont la tournée événementielle dans toute la France a débuté le 14 mai à Valenciennes, Coca-Cola a pour objectif de faire bouger plus de 400 000 jeunes dans 800 villes.

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