THE CHALLENGE
Most sponsors slap a logo on the event and call it a day. But Final Four fans are locked into the game. If you want to matter to them, you have to show up in a way that’s relevant to their experience.

THE SOLUTION
In March, it doesn't matter what jersey you wear, everyone's glued to the same games, riding the same highs and lows. The tournament has a way of bringing people together, even people who'd never normally be in the same room.

We made a spot that put Coca-Cola at the center of that feeling, not as a logo on the court, but as the thing that brings rival fans together when it matters most. Duke fans. Kansas fans. Different loyalties, same obsession. Because in March, Coke isn't a sponsor. It's what you share with anyone who loves the game as much as you do.

WHY IT WORKED
Instead of fighting for attention alongside the game, the campaign positioned Coke as part of the shared experience of watching it.