We merged both virtual and real world to create Coca-Cola’s first ever in-game advertising spot for use on external marketing platforms. When playing EA Sport’s FIFA ’18 in Journey mode, players experienced Alex Hunter, star of the game, signing a sponsorship contract with Coca-Cola becoming the brand’s first virtual ambassador; and were able to watch him shoot a TV commercial. This TV commercial came to life in the real world as the TV spot to globally launch the new Coca-Cola Zero Sugar on social channels, cinemas and displayed on out of home sites including the recently installed Coca-Cola Times Square sign. This way we used as a platform the world’s undisputed #1 sports video game and a virtual influencer to recruit our new generation of drinkers.