My shots Monday: The Road to Rio

England manager Roy Hodgson names his 23-man squad for this summer’s World Cup in Brazil today and to mark the occasion we’ve rounded up our favourite ads and executions created for Rio so far.

International interaction

Featuring a host of talent set to dazzle the crowds at this summer’s tournament – including Lionel Messi, David Luiz and Sergio Aguero – this interactive film from m ss ng p eces utilises Interlude video technology to deliver a truly immersive experience for fans.

Set in a traditional Brazilian backdrop, the film follows the stars and offers various interactive breakout points which invite fans to click on and experience alternative footage to the normal broadcast version of the ad, directed by Johan Renck. Created through 180 LA, m ss ng p eces took care of the interactive aspects and the campaign also features music sensation Janelle Monáe.

Brazilian branding

The carnival atmosphere will be nothing without a constant supply of cold beer to get you through this summer and agency Africa has created a drink that will remain close to the hearts of Brazilian fans every step of the way. Delivered for Brahma, the limited edition Seleção Especial is unique in that it is being brewed on the training site of the national team to offer an organic and sentimental product to aid the support of Brazilian fans. The drink can be ordered in a premium kit containing a special glass and numbered bottles autographed by team coach, Luiz Felipe Scolari.

Outside bet

Nike may not be an official sponsor of the event but time after time the brand manages to match adidas’ official foothold by delivering the most-talked about commercial leading up to the tournament. This year is no different and the phenomenal ad, which plays out at over four-minutes long, is directed by Rattling Stick’s Ringan Ledwidge and comes through agency Wieden+Kennedy.

The film forays through action-packed scenes featuring some of the biggest stars from the international stage such as Cristiano Ronaldo and Neymar, There’s even an appearance from The Incredible Hulk, which makes it a must-see.

Hot tickets

Not everyone will be lucky enough to get to Rio in June but thanks to agency Wieden+Kennedy São Paulo‘s World’s Cup initiative four underprivileged teams from different parts of the world will travel to the event to carry their respective national team flags onto the pitch at the Germany vs Portugal Group fixture on Monday 16 June.

The campaign for Coca-Cola also released a set of documentary-style films to tell the stories of the teams and the adversities they have faced with one overarching commercial produced through Stink São Paulo.

Sporting spirit

Agency DAVID has also created a meaningful piece of work for the same brand with its Soul Embrace campaign hinged on one man’s touching true-life story. At the age of 12, Victor Dell'Aquila was involved in a serious accident that saw him lose both of his arms but he didn’t let the traumatic experience beat him and instead looked to his biggest passion for football to get him through.

Produced by Rebolucion, a heart-warming film which tells his story including how, when Argentina won the World Cup on 28 June 1978, Dell'Aquila ran onto the pitch to get involved in the celebrations. The campaign sees him reunited with goalkeeper Ubaldo Fillol and defender Alberto Tarantini to recreate the ‘soul embrace’ for 2014.

To view our My shots Monday Road to Rio playlist click here.