Mauro Bisso Azcárate

Creative Director
& Art Director
DOC 234—34/2

Coca-Cola
MixedFans


LOCATION: Dubai, United Arab Emirates
YEAR: 2019Coca-Cola’s Mixed Fans campaign redefined inclusivity at the FIFA World Cup by giving fans without a national team a way to belong. In the UAE, home to 168 nationalities, supporters could create personalized jerseys blending multiple flags—either through a DNA test or by declaring their heritage. Each shirt became a bold visual symbol of diversity, turning the absence of a team into a unique badge of pride.

The results spoke for themselves: 800+ jerseys produced, 15,000 fans engaged, and sold-out venues filled with supporters proudly wearing their mixed identities. By transforming personal heritage into a powerful expression of unity, Coca-Cola made the World Cup accessible to everyone—proving that football’s magic extends beyond borders and qualification.


















2019 Dubai Lynx
Bronze – Direct – Fast Moving Consumer Goods: Coca-Cola, “Mixed Fans”.
Shortlist – Direct – Use of Ambient Media: Small Scale: Coca-Cola, “Mixed Fans”.

2019 New York Festivals
Finalist – Direct & Collateral – Food/Drink/Restaurants: Coca-Cola, “Mixed Fans”.
Finalist – Design – Promotional Items: Coca-Cola, “Mixed Fans”.
Shortlist – Activation & Engagement – Food/Drink/Restaurants: Coca-Cola, “Mixed Fans”.
Shortlist – Sports– Events & Stunts: Coca-Cola, “Mixed Fans”.



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