Coca-Cola and CI&T inspire many firsts with the largest digital marketing campaign in history.






“CI&T is a great integrator for complex problems.”

Thomas Stubbs

Senior Director, Digital Marketing Coca-Cola Global IT


One of the largest corporate sponsors of the 2014 FIFA World CupTM, Coca-Cola launched one of the company’s most audacious digital marketing initiatives to promote the event. In the way that soccer itself brings people together, Coca-Cola set out to do the same by inviting fans around the world to share their photos to create a giant “Happiness Flag."

Coca-Cola needed the right technology partner to solve the complex problem of executing a campaign of this scale. The “Happiness Flag” was unveiled on the field before the opening match at the 2014 FIFA World CupTM.   

When it came to infrastructure, CI&T knew that in order to support a project this scale, Google Cloud Platform (GCP) was the best choice. CI&T emphasized the importance of Agile development methodologies to best manage the campaign’s many moving parts. The Happiness Flag project marked the first large-scale pilot using Google Cloud Platform services and Agile Methodologies within Coca-Cola Global.

CI&T helped Coca-Cola build a record-setting global campaign blending creativity and technology to unite fans around the globe. The result was a football stadium-sized, crowd-sourced mosaic flag (with approximately three thousand and and fifteen square meters) gathering over 220,000 photos selected from 3.5 million total images sent by fans from 207 countries via social media, e-mail and mobile/web sites. With this campaign, CI&T has become recognized within Coca-Cola as a first choice partner for executing the most challenging projects and was awarded the 2014 Google Global Partner of the Year for Cloud.