In partnership with Rede Globo's soap opera writers we were able to turn product placement on its head. Instead of regular thirsty characters having a Coke, we had a hung over drag queen who told audiences that Coke is the only cure for your benders. Also, it was a Coke can that revealed who the secret villain of the notorious murder that kept the whole country in the edge of their seats. But mostly important was the experience of merging creativity with a media strategy: it was the first time in decades that Coca-Cola steered all of its business from football matches. The results became pop culture.