CREATING THE WORLD CUP'S NEWEST TEAM

Footballco x Kia
 

Brought in by ECD Pete Liffen (great guy) to spearhead creative on Kia's FIFA World Cup partnership, the biggest brand partnership in Footballco's history.

With 48 teams heading to the World Cup for the first time, the brief was to tell the story of the Official Match Ball Carriers.

The problem? Nobody really knew who they were.

So we made them into a team. The 49th Team.

A team without borders. A movement without limits.

And we gave them everything a World Cup squad deserves:

 

• An original visual identity

• A bespoke kit by Mexican creative Never Made

• A giant stadium banner by Argentina's leading tifo artist

• Thierry Henry as manager

• Legendary coaches, including Kaká, David Villa, Juan Sebastián Verón and Jorge Campos

• A manifesto. A set of values. A story worth getting behind.

• All built around the real stars of the campaign: the OMBCs themselves.
   

Working with the team from the initial pitch concept through to delivery, I had the slightly surreal experience of directing our array of legendary talent, travelling the world, and rounding it all off with a trip to the World Cup for good measure.