The First Trophy / D&AD New Blood 2024 Winner 🏆
In Brazil, almost everyone has played a worth-coke match, a tradition that's turned it into the first trophy of many people's lives. But, as times goes by, things change. Now, 70% of Gen Z view gaming as a social cornerstone, and the once-bustling fields and courts are a little quieter.
To keep the legacy alive, we're meeting Gen Z in Cidade Alta, the largest virtual city of Latin America. Here, players will embark on a challenge for the trophy: a Coke, not just in pixels, but delivered in ice-cold reality to their doorstep.
CW: Victor Pupo / AD: Ana Bezerra / CD: Guilherme Possobon
