The Happiness Flag

The Happiness Flag

A crowd-sourced symbol to celebrate the World Cup

by Coca-Cola

See the full experience

The Story

Coca-Cola is known for its feel-good commercials that show how a simple theme-in this case, happiness-can unite people. So to celebrate the upcoming 2014 FIFA World Cup, a sporting event that unites the world, we wanted to engage fans of football and Coca-Cola alike in a meaningful way. We gave people from all over the world the opportunity to submit a photo or tweet to be included in the largest mosaic flag ever-the size of a football field.

  • The Happiness Flag
  • The Happiness Flag

We used digital to build something physical. Fans could upload pictures and tweets by logging in through Facebook, Twitter or Instagram; completing photo submission and legal opt-in was done through a proprietary native system for social and email. We promoted the project via the Google Display Network and social channels and in-house analytics helped to measure its success.

The Technology

  • Google Mobile Ads
  • Facebook
  • Twitter
  • Instagram
  • VK (Russia)
  • Weibo (Ch)
  • RenRen (Ch)

The Results

Launch date: January 1, 2014

As of this writing, we are continuing to take submissions. The world record for a photo mosaic is just under 180,000 images and we are on track to surpass that.


Participating countries on global launch


Countries will hear our World Cup story


Images and counting

The Team

  • Phil Disher, Brand Director
  • Tissiana Costa, Program lead

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