world cup 2010

There is nothing as powerful or unifying than 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. 

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Print + Out of Home

For print and out-of-home we created 33 pieces of original art - one for each country in the tournament, and one overarching World Cup execution. Each piece works as an allegory to tell the story for that country as it relates to the World Cup. There are hidden clues for real fans to discover and references to important moments in the country's history. The overall World Cup piece shows each country converging upon South Africa. To create the artwork, we collaborated with the artist collective AM I, based in Cape Town. South Africa. 

Match Trucks

To literally bring the World Cup matches to fans we created the ESPN Match Trucks. Teaming up with well renown chef Roy Choi from Kogi BBQ these are one part food truck, one part mobile viewing stations where fans can watch matches on huge LCD TVs, while eating food authentic to the teams playing. The trucks will be parked in different ethnic neighborhoods in NY and LA, where local food will be served during games (i.e. Mexican food during a Mexico game, parked in LA). The locations will be posted via Twitter.