Creative Works: which brand will win The Drum’s World Cup?

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Welcome to The Drum’s World Cup edition of Creative Works.

The World Cup in Russia is here. Brands and advertisers have been training for four years, building their talent and capabilities for the chance to take the top spot of the tournament.

This special Creative Works is brimming with work from official Fifa partners, their rivals and ambushers – and some brands you’d be surprised have taken up any interest in football whatsoever. It is your job to choose a winner.

To get an idea about the content buzzing on social media, Sprinklr Social Listening listened to chat across 25 different digital channels including Twitter, Facebook and Instagram between 1-13 June in the run up to the tournament.

The mentions are as follows:

Nike – 11.5K, Adidas -10.9K, Qatar Airways – 2k, Visa 1.6k, Coca-Cola – 1.3k, McDonald’s – 876, Vivo – 794, Hyundai – 639, Budweiser – 401, Hisense – 198, Wanda Group – 127, Gazprom – 30 mentions and Mengniu – 13. Let us see if the quality of the work syncs up with social share.

We’re using our five-star voting system, so to vote for your favourite, click on the creative works box below and make sure you click on the stars. The winner be chosen based on the average rating and the number of votes cast.

For project information, credits and more click on the project to expand to full screen.

To submit work for future publication, upload via our online form. For voting updates and more follow The Drum Creative Works on Twitter @TheDrumCreative.


180 Kingsday: Qatar Airlines ‘Dancing in the Street’

Agency: 180 Kingsday
Client: Qatar Airlines
Date: June 2018
There’s nothing quite like the World Cup on the horizon to put a spring into everybody’s step. This sense of fun and anticipation is perfectly captured in Qatar Airways’ first World Cup campaign, which features a re-recording of the classic song ‘Dancing in the Streets’ with singer and TV star Nicole Scherzinger – best known as judge on both the UK and US’s X-Factor. The result is an upbeat and infectiously fun-filled ‘musical’ style TV commercial.
The World Cup is set to bring fans from all over the world together in Russia this summer, and this new anthem from Qatar Airways will unite them as never before. The catchy and uplifting song expresses the airline’s firm belief that sports is a universal language which has the power to inspire and encourage people to follow their dreams.
Qatar Airways Group Chief Executive, His Excellency Mr. Akbar Al Baker, said: “Our latest commercial expresses our excitement in being part of the 2018 FIFA World Cup RussiaTM, one of the most anticipated events on the global sports calendar. And we are delighted to have partnered with the extremely talented Nicole Scherzinger on this commercial. Nicole’s voice truly conveys the excitement we all feel in the run-up to the FIFA 2018 World Cup Russia™, and captures our own enthusiasm about sports, as well as the power of an event like this in bringing people together.”
“Music is a force for good,” said Scherzinger. “Historically, it is one of the most powerful forces for uniting humans because it transcends language barriers. This particular song that we’re working on is so powerful and it has a strong message – it celebrates and unites.”
Tags: UK, Sports Marketing, Fifa World Cup
Video of “Dancing in the Street” by Nicole Scherzinger – Qatar Airways and FIFA World Cup 2018 Russia™

72andSunny: Adidas ‘Create the Answer’

Agency: 72andSunny
Client: Adidas
Date: June 2018
Using the world’s biggest moment in sport as the backdrop – adidas has re-engineered the traditional campaign model through personal storytelling, bringing together 56 of the world’s most influential Creators across sport culture, including Leo Messi, Gabriel Jesus, Caroline Wozniacki, Karlie Kloss, Pharrell Williams.
adidas believes in the power of an athlete’s imagination and using creativity to make a difference in their game, life and world. In the Campaign titled Creativity is The Answer, adidas aims to inspire Creators across sport culture to be courageous, unexpected and to shape their own reality.

Global VP, Global Communications: Ryan Morlan
Senior Director, Global Brand Communications: Lia Stierwalt
Director, Global Brand Communications: Kate Boltin
Senior Manager, Global Brand Communications: Adam Daysh
Director, Global Brand Comms: Jenny Chen
Assistant Manager, Global Brand Comms: Madeline Dennison
VP, Global Brand Comms Football: Florian Alt
Senior Director, Global Brand Comms Football: Matthew Davidson
Senior Brand Manager, Global Brand Comms Football: James Thexton
Senior Director, Global Brand Marketing Operations & Production: John Van Tuyll
Director, Creative Shoot and Production: Kirstin Mellqvist
Senior Manager, Creative Shoot and Production: Meagen Moore
Senior Creative Production & Shoot Manager: Eleanor Fitzgerald
Assistant Creative Shoot + Production Manager: Martine Nash
Creative Shoot and Production Manager: Katarina Pepichova
72andSunny Team
Executive Creative Director: Stuart Harkness
Executive Creative Director: Carlo Cavallone
Executive Creative Director APAC: Johnny Tan
Creative Director: Simon Schmitt
Creative Director: Emiliano Trierveiler
Senior Writer: Carlos Font
Writer: Jorgen Sibbern
Writer: Shan Shan Quan
Art Director: Domingo de la Villa
Art Director: Matteo Gallinelli
Creative Technologist: Gabor Szalatnyai
Managing Director: Nic Owen
Group Brand Director: Bassam Abdel-Rahman
Brand Director: Stéphane Février
Brand Manager: Rico Oyejobi
Brand Manager: Abigael Smith 
Brand Coordinator: Alejandra Arbiol
Director of Production: Stephanie Oakley
Executive Producer: Kerli Teo
Producer: Yaya Zhang
Sr Producer: Jennifer Chien
Sr Producer: Enrico Toeschi
Senior Producer: Neil Henry
Senior Producer: Yago Carvajal
Producer: Ricardo Hieber
Junior Producer: Danny Nouri
Junior Producer: Matt Marty
Strategy Director: Maximilian Weigl
Strategy Director: Danny Feeney
Sr Communication Strategist: Ruro Efue
Communications Strategist: Nathan Makan
Strategist: Carl Jonsson
Cultural Researcher: Nastassja Bonnabel
Director of Business Affairs: Madelon Pol
Business Affairs Director: Nora Adams
Business Affairs Manager: Melita Watt
Business Affairs Manager: Belen Jerez
Business Affairs Manager: Julie Katsoula
Hecho Amsterdam
Director: Leonardo Cosme
Sr Studio Manager: Tanya Funnell
Producer / Studio Coordinator: Ashlie Hutber
Studio Coordinator: Jackie Sevcik
Designer: Dave Renton
Designer: Tim Berklemans
Designer: Josh Harris
Designer: Jack Catterall
Film Production
Production company: Iconoclast
Director: Manu Cossu
Director B team : So Me
Director of Photography: Andre Chemetoff
DP B team : Benoit Soler
Executive Producer: Charlotte Marmion
Producer: Fran Thompson
Producer: Charlotte Woodhead
Production Manager: Lucy Tate
Visual Effect Production
Post Production Company: The Mill
Executive Producer: Reece Ewing & Misha Stanford-Harris
Producer: Sean Francis
Production Assistant: Ellie Thwaites
Shoot Attend: Pete Smith
Lead artist: Alan Williamson
3D Artist:
Finlay Crowther
Laurent Giaume
Katherine Ross
Edward Hicks
Vicky McIntyre
Maxime Cronier
Gabrielius Burokas
Jack Harris
James Hansell
Theo Gibara
Oliver Johnson
Kenny Addeh
2D Lead Artist: Ant Walsham
Creative director: Dan Williams
2D Artist:
James MacLachlan
Carl Norton
Olivia O’Neil
Joseph Dymond
Declan Andrews
Charles Dockerill
Frederic Heymans
Rebecca Clay
Milo Paterson
Online Artist:
Richard Payne
James Pratt
Nick Sze
Gavin Marler
Editorial Company
Work London
Editor: Jono Griffith, Charlie Moreton, Anne Perri, Hasani Franke
Assistant Editor: Hasani Franke, Jamie Hodgson, Ellie McNaughtan
Executive Producer: Julian Marshall
Producer: Winnie O’Neil, Ella Sedgwick
Post Production Company: The Mill
Colourist: Oisin O’Driscoll
Colour assist:
Thomas Mangham
Brendan Buckingham
Daniel Levy
Audio Post
Audio Post Production: Wave Studios
Sound Designer and Mixer – Ed Downham
Assistant Sound Editor – Jonny Platt
Audio Producer – Ben Tomlin
Tags: World, Sports Marketing, Fifa World Cup
Video of Create the Answer – adidas

Mercado McCann: Coca-Cola ‘Being Ready’

Agency: Mercado McCann
Client: Coca-Cola
Date: June 2018
Coca-Cola and Mercado McCann have launched a new effort for the Fifa World Cup in Russia, putting together a campaign that will run in 200 different countries.
Buenos Aires-based Mercado McCann was responsible for both developing the core creative idea of the campaign, ‘Being Ready,’ but also for three of the four TV commercials of this campaign, designed for various formats. 
‘Stock Up’ is done to the beat of the AC/DC classic ‘Are You Ready?’ which is meant to inspire football fans to purchase their favorite Coca-Cola before each of the matches. Fans are shown jumping and running through the streets to get to their local stores and vending machines to be ready for the matches.
‘Ready For’ finds company employees talking to the bottles and preparing them for the emotions they may experience during the World Cup alongside the fans while inspiring them to “show the world what they’re made of.” 
The third ad, ‘Uplifted Alex,’ is the first to appear within the frame of the 2018 Fifa World Cup. Mercado McCann and Coca-Cola created the first spot within a videogame to be launched on real-world platforms. When playing EA Sports’ Fifa ’18 in Journey mode, Alex Hunter, star of the game, will sign a sponsorship contract with Coca-Cola becoming the brand’s first virtual ambassador. Game players will be able to watch him shoot a commercial. In the spot below, the animated Hunter accepts a can of soda from a boy, who is consoling him after a bad game.
The campaign is complemented by a special edition of Coca-Cola cans with the numbers 0 through 9 printed on them. The idea behind ‘Score Packaging’ is for fans to share predictions before each match with their friends on social media platforms.

Agency: Mercado McCann
Client: Coca-Cola
Tags: World
Video of “Ready For”, by Mercado McCann to Coca-Cola
Video of “Stock up”, by Mercado McCann to Coca-Cola
Video of "Uplifted Alex", by Mercado McCann to Coca-Cola

AMV BBDO, Endeavor Global Marketing, Starcom Worldwide: Visa ‘Visa’s Ultimate FIFA World Cup FOMO’

Agency: AMV BBDO, Endeavor Global Marketing, Starcom Worldwide
Client: Visa
Date: May 2018
Visa, the Official Payment Services Partner of FIFA, today announced that professional footballer and face of Visa’s 2018 FIFA World Cup Russia™ global marketing campaign, Zlatan Ibrahimović, will return to the tournament with Visa and join football fans in Russia this summer.
“I have been telling the world that I will be at the 2018 FIFA World Cup Russia™ – Visa is now helping me and fans around the world get in on the action,” said Zlatan Ibrahimović, star athlete and FIFA World Cup™ legend. “Visa is innovative. Zlatan is innovative. Together, we are helping fans not miss a moment of the FIFA World Cup.”
Whether traveling to the tournament or watching from home, Visa’s fast and easy payments will help fans catch every moment of the FIFA World Cup™. In Russia, fans will spend less time in line and more time focused on the pitch, by utilizing the 3,500 point-of-sale terminals and 1,000 mobile concessionaires that have been equipped with the latest in payment innovation – whether it is a dip, tap or swipe. In addition to spending less time at checkout and more time focused on the matches, fans can also experience more of the excitement, with behind-the-scenes access that only Visa can provide. 
Tags: World, Fifa World Cup
Video of Visa Kick Off

Anomaly: Budweiser ‘Light Up The World Cup’

Agency: Anomaly
Client: Budweiser
Date: May 2018
Budweiser has been involved with the World Cup for 32 years. Now it is sending beer delivery drones to Russia.
In the spot, the drones pursue a mission to deliver single bottles of beer to fans in the stadium, going through cities and forests from the Budweiser factory to their target drinkers. One, however, forgets his payload and must go back, getting lost along the way, in Budweiser’s quirky character style.

Agency: Anomaly
Client: Budweiser
Tags: World, Fifa World Cup
Video of 2018 FIFA World Cup Drone Film – Budweiser

Wieden + Kennedy London: The Football Association ‘England World Cup Squad Announcement’

Agency: Wieden + Kennedy London
Client: The Football Association
Date: May 2018
The Football Association has just announced England’s squad for the 2018 FIFA World Cup via its Facebook, Twitter and YouTube accounts.
The squad announcement has been delivered with a difference – with the nation’s football-mad youth revealing which 23 players have been chosen by Gareth Southgate, in a film created by Wieden+Kennedy London and directed by Dan Emmerson via Somesuch.
Young fans from across the country were enlisted to announce the players who will wear the Three Lions in Russia this summer.
The video was shot on location in Wembley plus towns and cities throughout England, youngsters – including players from grassroots teams such as Moorside Rangers in Manchester and Sheffield Wednesday Ladies U16s – paying homage to their own local idols.
The squad will begin reporting to St. George’s Park from next Monday, ahead of pre-tournament internationals against Nigeria at Wembley Stadium and Costa Rica at Elland Road.

Creative Director Jon Matthews
Creative Tom Hall
Design Director Karen Jane
Designer Chris Gray
Executive Creative Directors Tony Davidson & Iain Tait
Head of Production James Guy
Group Account Director Ryan Fisher
Account Director Will Smith
Account Manager Laura Simmons
Planning Director Andy Wright
TV Producer Anna Neilson
TV Production Assistant Jasper Ford
Production Company Somesuch
Director Dan Emmerson
Producer Jon Mealing
Director of Photography Ed Hubert
Editorial Company Speade
Editor Ben Crook
VFX Company Time Based Arts
Nuke Lead Matt Shires
Flame Artist Nuke
Stephen Grasso, Dave Birkill
Ralph Briscoe, Linda Cieniawska
VFX Producer Jo Gutteridge
Tags: UK, Sports Marketing, Fifa World Cup
Video of England’s World Cup Squad Revealed! | World Cup 2018

TBWALondon, CSM Sports and Entertainment, Starcom Worldwide, GOAT, 360i: Lidl ‘Dream Big With Lidl ‘

Agency: TBWALondon, CSM Sports and Entertainment, Starcom Worldwide, GOAT, 360i
Client: Lidl
Date: May 2018
Lidl UK, the Official Supermarket of the England football team launches its Dream Big with Lidl campaign, celebrating their three-year partnership and endorsement of the Three Lions as they prepare for The World Cup.
With support from agencies CSM Sport & Entertainment, TBWALondon, Starcom, 360i and GOAT, the campaign brings together both the supermarket’s backing of the England team and Lidl’s grassroots initiative ‘FA Lidl Skills’, which has created 3 million opportunities for 5-11 year olds to play football over the last three years.
TBWALondon has created a series of TVCs, which feature cheeky under-11s whom impart their wisdom to England footballers Gary Cahill, Kyle Walker and Raheem Sterling to help them succeed in the tournament.

Maya Orr/ Ashley Jamieson: Campaign Management
Helen Oberlin-Harris/ Jo Gomer: Partnerships
Tony Hunt:Creative
Creative Agency: TBWALondon
Chief Creative Officer: Andy Jex
Creatives: Dan Kenny & Tom Gong
Strategy Director: Justin Clouder
Account Director: Steph Ross
Account Manager: Ben Trenchard
TV Producer: Malika Patel
Production Company: Rattling Stick
Director: Gabe Turner
Producer: Stuart Bentham
DOP: Fede Alfonzo
Editor: Mark Edinoff @ Work
Post Production: MPC
Post Producer: Anandi Peiris
Colourist: Matthieu Toullet
VFX Supervisor: Jonathan Box
VFX Team: Kalle Kohlstrom, Vivekananthan R, Pratyush Paruchuri
Sound: Parv Thind @ Wave
Music: Wave Music
Sponsorship marketing agency: CSM Sport & Entertainment
Director of Communications: Joe Laing
Senior Account Director: Emma Williams
Senior Communications Manager: Sarah-Jane Emerton
Senior Communications Manager: Sam Wakefield
Account Manager: Naivasha Oakes
Account Coordinator: Matilda Oram
Media agency: Starcom
Business Director:  Rachel Hayes
Client Investment Director:  Jon Manning
Associate Director:  Anna Peters
Senior Executive:  Jamie Day
Influencer agency: GOAT
Head of Client Services: Alex Burgess
Head of Delivery: Frankie Hobbs
Campaign Director: Tom Bore
Campaign Manager: Oliver Bond
Digital agency: 360i
Executive Creative Director :Melissa Ditson
Creatives: Daniele Pulega & Martino Spavento
Strategists: Danielle Allen & Elise Madoe
Managing Partner:  Simon John
Account Director: Max Austin
Account Manager: Ryan Hiscoke
Visual Communications Agency: The Delta Group
Andrew Dennis – Account Director
Kerry Afxentiou – Client Services Director
Tags: UK, Fifa World Cup
Video of Dream Big with Lidl

Chime, Rattling Stick: Paddy Power ‘World Cup 2018’

Agency: Chime, Rattling Stick
Client: Paddy Power
Date: June 2018
While VAR is sorting out the decisions on the pitch, Paddy Power and Andy McLeod are here to help you sort out your differences off the pitch; putting the world to rights one video replay at a time.
A 60-second spot shows the potentially unlimited use of VAR in the world beyond football, solving disputes between blokes queuing at the bar, getting to the bottom of HR complaints, and the truth behind porkies told by neighbours.

Project name: World Cup 2018
Client: Paddy Power
Creative Agency: Chime
Deputy Executive Creative Director: Matt Lever
Art Director: Ben McCarthy
Copywriter: Seb Housden
Planner: Daryl Frost
Media Agency: MediaCom
Production Company: Rattling Stick
Director: Andy McLeod
Production co Producer: Stuart Bentham
Director of Photography: Stuart Graham
Agency Producer: Ed Mueller
Business Director: Ben Boyles
Senior Account Director: Myles Cryan
Account Manager: Matt Strutte
Account Manager: Joe Humphries
Offline Editor: Eve Ashwell @ Assembly Rooms
Post-production: Big Buoy
Colourist: George K @ MPC
VFX Supervisor: Jim Allen
VFX Producer: Barny Wright/Charlotte Shearsmith
Audio: Parv Thind @ Wave
Tags: UK
Video of Paddy Power – World Cup 2018 – Andy McLeod.
Paddy Power – World Cup 2018
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Wieden+Kennedy: Powerade ‘That’s Some Kind of Power Movie’

Agency: Wieden+Kennedy
Client: Powerade
Date: May 2018
Sports drink Powerade continues it’s ‘That’s Some Kind of Power’ TV campaign with a soccer-themed commercial leading up to this year’s Fifa World Cup.
Like the previous campaign aimed for the NCAA crowd for March Madness, this spot was created by Wieden+Kennedy and focuses on a bodega owner with a very vivid imagination. This time around, if he had “that kind of power,” his soccer stardom would reach cinematic levels. Gliding under defenders, causing the collective stadium to gasp as he pulls off a Pele-esque bicycle kick to score the winning goal.
These spots will air exclusively on ESPN, the tournament’s English-language broadcast partner. But, as the audience for the World Cup skews Hispanic, a similar 30-second spot was created in Spanish for placement on Telemundo, the Spanish-language partner for the Fifa coverage.

Agency: Wieden+Kennedy
Client: Powerade
Tags: United States
Video of Movie | That’s Some Kind of Power | POWERADE®
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VCCP: Domino’s ‘Staying at home for international tournaments: With Jimmy Bullard’

Agency: VCCP
Client: Domino’s
Date: June 2018
Jimmy Bullard is a household name for many reasons, his illustrious football career and appearing on I’m A Celebrity amongst those. However many remember him as one of the most famous football players to never earn an England cap. Although called up to the squad a few times, he never managed to make it onto the pitch for an international tournament.
For this reason, Domino’s, the UK’s favourite pizza brand, think that he’s the perfect spokesman for staying home whilst there’s a bit of football going on in Russia.
As the official spokesperson of watching football on TV, viewers will see Jimmy in his natural habitat, on his sofa, in his kitchen, ordering a Domino’s pizza, all captured by a series of social videos shot in a documentary style.

Executive Creative Director: Matt Lever
Creative Director: Dan Glover James & Elias Torres and Danny Symes & Jake Fisk
Editorial: Bianca Englington
Planner: Nathan Velayudhan
Business Director: Jess Aspinall
Account Director: Alex Dalman & Harriet Guppy
Account Manager: Matt Bonny
Production Company: VCCP KIN
Director: Sami Abusamra
Executive Producers: Greta Wynn Davies
Producer: Carly Harrison & Maxine Denton
Post-production: Dan Tagoe @ VCCP Kin
Colourist: Steffan Perry @ Framestore
Audio post-production: 750mph – James Cobbold
Tags: World, Sports Marketing, Fifa World Cup
Video of Domino's: Best England Player
Video of Domino's: Subbuteo
Video of Domino's: Russia

ITV Creative : ITV ‘Forget’

Agency: ITV Creative
Client: ITV
Date: May 2018
This campaign is a call to arms to football fans all around the country, encouraging them to forget two things. Forget the burden of the past, the highs and lows of previous World Cups… And forget their pre-conceptions. Ultimately, we want them to forget every game that has gone before, because all that matters is what happens in Russia this summer, on the pitch, and on ITV.
In a fast paced, provocative and anthemic 60″ promo, we’re breaking all conventions of World Cup advertising, physically painting over the highs and scrapping the lows of World Cups past. Together with German Director Hauke Hilberg, we’ve selected the moments that fans and players alike hang on to too tightly, using a diverse mix of edit and post techniques along with specially shot scenes, and the voice of Ashley Walters to build momentum and hype for the most unpredictable World Cup in decades.

Agency: ITV Creative
ECD: Tony Pipes
Creative Director: Rachel King
Creative: David Brooks
Head of Campaign Production: Katie Carew
Head of Campaign Management: Gemma Dunford
Senior Campaign Manager: Emma Reith
Director of Network Marketing: Paul Ridsdale
Head of Marketing: Ed Ross
Marketing Manager: Nicolas Jayr
Marketing Executive: Chris Anstey
Production Company: ITV Creative
Director: Hauke Hilberg
Producer: Jon Hinton
Editor: David Gesslbauer
Grade: Richard Fearon @ MPC
Audio: Loft Berlin
Tags: World, Fifa World Cup, Sports Marketing
Video of 2018 FIFA World Cup | Forget | ITV
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The Brooklyn Brothers, Islenka: Icelandair ‘Team Iceland Stopover’

Agency: The Brooklyn Brothers, Islenka
Client: Icelandair
Date: May 2018
As proud sponsors of the Icelandic national team, Icelandair is celebrating their achievements this summer, with 90-minute football inspired experiences, all included in the price of any Icelandair Stopover flight ticket
Players from the Men’s and Women’s football teams have co-created these experiences with the airline which showcase both their individual passions and the history of the nation
A lot can be achieved in 90-minutes, both on and off the pitch, and Captain Aron Gunnarsson invites travellers to make the most of their time with a Team Iceland Stopover
From enjoying some downtime with ‘Relax like a Pro’ to discovering the skill and strength of the players with ‘Train the Icelandic Way’ or learning how to cheer like some of the most passionate fans in the world with ‘Support like an Icelander’, there’s something for all of the family
Enjoy time well-travelled this summer on a Team Iceland Stopover. To find out more and book, visit:

The Brooklyn Brothers
Tags: World, Fifa World Cup
Video of Team Iceland Stopover

AMV BBDO, 1000heads: Currys PC World ‘Your 1in20 Chance of a Free TV’

Agency: AMV BBDO, 1000heads
Client: Currys PC World
Date: May 2018
Currys PC World launches its latest multi-million-pound advertising campaign in support of its new ‘Get Your TV For Free’ giveaway, and its best ever range of TVs. Designed to capture the excitement ahead of a football-filled summer, the campaign kicks off today with a series of TV ads before appearing in press, social media and out-of-home.
Currys TV ad makes its debut on the TV pitch today during Who Wants To Be A Millionaire. The ad, shot in the style of a post-match interview, depicts a Currys PC World employee being interviewed about his team’s hard work in training clearly paying off on the shop floor after a big day assisting Currys PC World shoppers with their TV purchases. The ad also covers Currys PC World’s new ‘Get Your TV For Free’ promotion, running between 9th May and 26th June, where 1 in 20 shoppers buying a 55 inch or above TV will get it for free.

Creative agency AMV BBDO,
Media agency Blue 449
Word of mouth agency 1000heads 
Tags: UK, Sports Marketing, Fifa World Cup
Video of Your 1in20 Chance of a Free TV | Currys PC World

BBDO Hong Kong: vivo ‘My Time, My FIFA World Cup’

Agency: BBDO Hong Kong
Client: vivo
Date: May 2018
Chinese smartphone brand Vivo has launched a global brand campaign to promote its sponsorship of the 2018 FIFA World Cup.
The “My Time, My FIFA World Cup” campaign is part of the brand’s six-year sponsorship deal with FIFA and aims to help the brand connect with young consumers around the world.
The campaign, which was created by BBDO Hong Kong, aims to empower football fans to go beyond being a spectator and become a creator by creating and sharing content from the events.

Kit Koh – Executive Creative Director, BBDO South China
Frankie Luk – Executive Creative Director, BBDO Hong Kong
Kevin Cheung – Senior Art Director, BBDO Hong Kong
Matthew Xu – Senior Copywriter, BBDO Hong Kong
Nicole Lee – Art Director, BBDO Hong Kong
Samuel Cheeseman – Associate Creative Director, BBDO Hong Kong
Supparat Thepparat – Creative Partner, BBDO Guangzhou
Will Gao – Senior Art Director, BBDO Guangzhou
Natalia Chen – Copywriter, BBDO Guangzhou
Jenny Lee – Executive Producer, BBDO Hong Kong
Andy Man – Studio Manager, BBDO Hong Kong
Dison Dai – Studio Manager, BBDO Guangzhou
JC Catibog – Managing Director, BBDO South China
Eric Zhou – General Manager, BBDO Guangzhou
Jason King – General Manager, BBDO Hong Kong
Jacqueline Yu – Account Director, BBDO Hong Kong
Bennet Wu – Senior Account Manager, BBDO Hong Kong
Yvonne Zhou – Account Manager, BBDO Guangzhou
Ray Wei – Senior Account Executive, BBDO Guangzhou
Kenny Au Leong- Planning Director, BBDO Guangzhou
Naomi Lam – Senior Planner, BBDO Hong Kong
Photographer: Tom Oldham
Calligrapher: Fung Siu Wah
Director: Josh & Xander
DOP: Steve Annis
Production Company: Radical Media
Executive Producer: Ben Schneider
Producer: Josh Barwick
Brazil Production Support: Ocean Films
Music composer: Ross Wakefield, Hopscotch Music Ltd.
Edit house: Rock Paper Scissors
Editor: David Brodie
Post house: Glassworks Amsterdam
Tags: World
Video of vivo 2018 FIFA World Cup Brand Video (80s)

Leo Burnett London: Betfair ‘Best Odds’

Agency: Leo Burnett London
Client: Betfair
Date: June 2018
Bookmaker Betfair has launched a TV ad for the Betfair Exchange, as the first part of a new campaign created by Leo Burnett London. The strategy, informed by research by PeopleLab, comprises a suite of through-the-line strands designed to re-introduce consumers to the Betfair brand and what it stands for. The first ad to air was to build awareness of its revolutionary alternative betting platform: the Betfair Exchange.
The latest addition to the Betfair campaign is a 30-second ‘Best Odds’ commercial, where a savvy young sports fan identifies Betfair as offering ‘the best odds on the World Cup’. The TV ad will run on ITV and Sky Sports in the UK. The Exchange and Best Odds films deviate from the category norm and are unified by the campaign strap line, relating to the cognitive process of Betfair’s core sports bettor: ‘Betfair: where gut instinct meets smarts’.
This concept of combining gut instinct and smarts to inform decisions runs across every customer platform, which also includes press, radio, social, display, CRM, OOH and in-app.

Chief Creative Officer/
Creative Director – Chaka Sobhani
Creatives – Gareth Butters, Liane Dowling, Ben Newman
Board Account Director – Liam Hopkins
Account Director – Jay Perry
Account Manager – Matthew Smith
Account Executive – Alice Slade
Planning Director – Ben Felton
Senior Planner – Niall Moore
Agency Producer – Michelle Hickey, Abbie McClean, Kate Omulloy, Alex Taylor
Director/ Production Co. – Jason Smith / Pulse Films
Producer – Neil Andrews
Post Production – Prodigious / MPC
Sound Design – Wave
VO Recording – SNK
Tags: UK, leo burnett london, betfair, Best Odds, betting
Video of Betfair 'Best Odd's
Betfair ‘Best Odds’

ODD: F&F, Campaign Against Living Miserably (CALM) ‘#MarkYourMan’

Agency: ODD
Client: F&F, Campaign Against Living Miserably (CALM)
Date: June 2018
Tesco’s clothing brand F&F has partnered with the Campaign Against Living Miserably (Calm) to rework the traditional children’s friendship bracelet into a two-part England football shirt for men.
Both feature two halves of the St George’s cross – only when two male pals stand together can they really show their support for England at the World Cup. The clever design is a visual representation of Calm’s aim: to get men to support each other through good times and bad, just as they would their football team.
Comedians Romesh Ranganathan and Rob Beckett are fronting the #MarkYourMan campaign. They discuss their own relationships with their male friends in a series of short videos, as well as take on a more comedic quick fire question around designed to catch the attention of guys on Twitter.
The campaign, which was created by ODD, also comprises print and retail.

Creative Director
Nick Stickland
Senior Art Director
Gabriel Stokes
Anna Heaton
Account Team
Sam Sheterline & Olivia Kaufman
Agency Producer
Lawrie Mclintock
James Pearson Howes
DOP / Videographer
Tim Spicer
Emily McDonald
Post Production
Phil Jones
Tags: UK, Ad of the Day
Video of #MARKYOURMAN | CALM (Campaign Against Living Miserably)
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Alpha Century: Coral ‘World’s Biggest Sports Fan’

Agency: Alpha Century
Client: Coral
Date: May 2018
Coral has unveiled its latest TV ad campaign, which was created by newly appointed agency Alpha Century. The campaign introduces Sports Rodstein, the world’s biggest sports fan (although not the savviest) played by Hollywood star and comedian Danny McBride. 
The new 60-second ad aired during the second break of the Champions League final and will run throughout the summer during the World Cup across TV, print, social media, digital and point-of-sale.  
The campaign encourages bettors to keep their heads and make savvy bets and the ad introduces Coral’s new strap line, ‘The smart money’s on Coral’ using Sports Rodstein as the very opposite to a savvy bettor.  The 60-second spot taps into the humour provided by Danny McBride’s character, and delivers an ad that creates memorability and instant impact. 
Coral’s Marketing Director, Alexis Zamboglou says: “We wanted the campaign to create distinction from that of other brands.  In the same vain as Super Bowl half-time ads, Coral is hoping to utilise the huge Champions League audience by creating an ad which speaks to the UK and taps into their emotion when they’re at their peak. 
“Sports betting and gaming is fun and exciting and the aim was to capture this in the new ads.   We think Sports Rodstein will resonate with sports fans. The character represents the hilarious comedy that Danny McBride is known for and delivers a memorable and impactful ad.”
Danny McBride added: “Ever since I heard we were sending Megan Markle over to sort out the Royal family, I’ve been looking for my excuse to get involved in UK culture. Coral was the perfect partner for me.”
American filmmaker David Gordon Green directed the ad and his credits include Pineapple Express and Your Highness.

Creative Agency: Alpha Century
Media Agency: the7stars
Director: David Gordon Green
Executive Creative Director: Barnaby Girling
Creative Director: Nathan Church
Production Company: Alpha Century
Major Talent Casting: Talent Republic 
US Production Company: Chelsea Pictures
Agency Head of Production: Ed Pettit
Agency Senior Producer: Dan Smith
Assistant Producer: Jake Ainsworth
Agency Production Manager: Claire Adcock
Head of Strategy: Matt Buttrick
Client Service Director: Suzi Napier
Senior Account Manager: Holly Paton
Account Executive: Melissa Adamou
Editor: Geoff Hounsell and Will Husell – Arcade
Post production: Framestore
Audio: Lee Willis – Silk
Tags: UK
Video of Coral – 'World's Biggest Sports Fan'
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