Visa x FIFA World Cup
'The Goal Post' Digital Magazine
Client
Visa Middle East
Agency
Impact BBDO
Creative Art Direction
Taraka 'TK' Tennakoon
Collaborators
Zaheen Bagasrawala & Caroline Ceiliers - Copywriters
Connecting to a global community with power of social storytelling.
Visa wanted to leverage its sponsorship of the 2018 FIFA World Cup Russia™ in the Middle East beyond the usual scope of traditional media.
Instead, they wanted a more on-trend approach to communication consumption.
We proposed a bespoke, editorial content hub, titled 'The Goal Post' - an homage and modern take on the traditional grand masthead newspapers of old.
With news updates, match commentary, special offers and of course, the grand prize of the tickets to the Final in Moscow, 'The Goal Post' proved to be one of the most popular digital destinations of the season.
Look & Language
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Inspired by the traditional flourishes of newspaper mastheads, we created an editorial visual language that took it into an edgy, urban space, while being elegant and athletic at the same time.
Merchandise
Cool Cops
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As part of the campaign, we proposed collaborating with fellow FIFA sponsor adidas to create branded merch - to be sold exclusively on the platform.
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Graphic tees, sports hoodies, jumpers and customisable sneakers were all expected to make their debut in time for the first fixtures.
Broadsheet
Sensational
Spreads
We also dispatched bespoke broadsheets weekly for offline updates - to be enjoyed on the morning commute to work.
