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Coca-Cola unveils flag, containing fan images from around the globe, ahead of World Cup opening match

Source: Shanghai Daily | June 13, 2014, Friday | Online Edition

Up to 32 countries are represented by their national football team in the 2014 FIFA World CupTM, yesterday, the faces of football fans from 207 countries made it onto the pitch at Arena de Sao Paulo as well.

Ahead of the opening match, Coca-Cola unveiled “The Happiness Flag” - the largest-ever, digitally produced Photomosaic® Flag. The Flag is part of the Coca-Cola 2014 FIFA World CupTM campaign, ‘The World’s Cup’ – launched with the goal of creating the most inclusive FIFA World CupTM Coca-Cola campaign ever.

Over 200,000 fan images were used for “The Happiness Flag” to recreate a unique design developed by Brazilian street artist Speto in collaboration with Argentinian artist Tec. The flag was digitally-produced by Robert Silvers, the inventor of Photomosaic technology.

“The Happiness Flag” was placed on the pitch ahead of the opening match of the 2014 FIFA World Cup™ in front of an estimated global audience of over 1 billion people. Formed of 192 printed nylon fabric panels, the Flag was stitched together to deliver an epic 3,015 square meter piece of art, covering almost the entirety of the playing surface.

Over the last few months, Silvers recreated the colorful flag design with fan photos posted to www.happinessflag.com and shipped the finished product, section by section, to Rio de Janeiro, where it was printed.

The digital version of the flag will live on www.happinessflag.com where consumers will be able to see an aerial shot of the flag and hover over the mosaic to explore the photos. Fans who submitted photos will now receive a link to see exactly where they were on the flag - and on the pitch.

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