FIFA World Cup campaignA tournament told in acts.
A World Cup runs for more than a month, and every federation's kit, from several brands, lands at one retailer.
Most retail campaigns spike at launch and fade by the group stage. The task was to hold attention for the whole tournament and make many federations feel like one story.
Fans don't follow a tournament as a product drop. They follow it as a story where the stakes rise every week.
Build the campaign on the audience's calendar, not the product calendar. Let it escalate with the tournament.
Three acts. The Countdown Is On. Wear the Legacy. The Last Four.
Act one turns every kit into a character under one warm studio light. Act two sends each shirt home to a place that explains it. Act three peaks with the semi-finals. One typographic system holds all three together.
Act one. The Countdown Is On.
Each kit as a character, one light across every federation.
Act two. Wear the Legacy.
Every shirt taken home. Every crest and sponsor checked against the real kit.
Plan the campaign around what the audience is living through, and the product finds its moment on its own.
One retailer, every kit, one story that ran the length of the tournament instead of peaking in week one.
- Engagement across the three acts versus launch week
- Kit sell-through during the tournament