The Problem we solved

There is nothing in sports as powerful and unifying as the World Cup. 2010 was the first time the tournament was held in Africa, and our campaign reflected this historic moment. From the storytelling of the TV spots, to the look and feel of the print and digital – the host country South Africa influenced every element. 

As the creative team tasked with developing an integrated campaign for the 2010 World Cup in South Africa, we knew this historic event called for a campaign as big as the event itself.

We developed a unified full-funnel campaign spanning TV, print, digital, and experiential activations that authentically wove in the aesthetics, sounds, and spirit of South Africa.

From an art direction standpoint we crafted visually stunning designs incorporating local patterns, textures, icons, and photography to make creative feel truly South African.

We developed numerous inspiring TV spots highlighting stories of South African unity. Our print executions featured local South African artists who painted in local style a mural for each of the 32 teams. We plastered them all over America to deliver impactful environmental branding.

Digital efforts included video content, a mobile app, social campaigns, and a website allowing fans to visually explore the host country. Our innovative creative positioned South Africa itself as a character within the larger World Cup story.

The fully integrated campaign required intense collaboration between client marketing teams, our account service group, designers, writers, producers, and more. The convergence of diverse perspectives yielded creative work that transcended conventions to capture the promise of unity through football.