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World Cup

W+K Amsterdam Debuts ‘There’s Power in Every Game’ for Powerade

W+K Amsterdam have a launched a new, global World Cup 2014 campaign for Powerade, “the official sports drink of FIFA.”In addition to television, the campaign also includes print/out of home, digital, and online documentary films (more on that later).

“There’s Power in Every Game” centers around Andrés Iniesta, the Spanish star who scored the winning goal in the 2010 World Cup. He takes center stage in the 60-second spot (featured above), which also features five amateur athletes from around the world. Each of these athletes has “overcome challenges in their lives and in the process have lifted their teammates, rallied supporters and inspired communities through their dedication and achievements in the sport” — which exemplifies the campaign’s #PowerThrough message.

Each of these amateur athletes will be featured in their own documentary, starting with the inspirational story of Nicolai “Nico” Calabria. Debuted at the Kicking + Screaming Football Festival in New York last week and being released as a television spot in addition to its online release, the two minute film tells Nico’s story growing up with one leg and defying expectations to succeed as an athlete. Incorporating an impressively-edited mix of home video footage and live action film, it’s a powerful telling of Nico’s story, and well worth a watch.

“Nico’s story is one of unwavering determination,” said Brynn Bardacke, global group creative director for Powerade. “He truly embodies what we mean when we say there’s power in every player and power in every game.”

Stick around for “Nico & Powerade,” along with credits, after the jump. Read more

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Storytelling for Media Professionals

Storytelling for Media ProfessionalsStarting April 22, this in-person workshop will teach you the specific ways to incorporate storytelling into your personal and professional life. Students will examine the role of storytelling in business and put their newfound skills into practice with a series of improvisation, writing, and presentation exercises designed to help them uncover personal stories. Register now! 

ESPN Stoke World Cup Excitement, National Pride with ‘I Believe’

ESPN has  just unveiled their latest FIFA World Cup 2014 spot, raising excitement for the event with just about 2 months left until it kicks off in Brazil on June 12th.

Entitled “I Believe,” the 60-second spot attempts to pump up Americans for the event, which has gained popularity nationally in recent years. Shots of Team USA in action and crowd footage are accompanied by a chant of “I believe that we can win.” Given the odds against the American squad, “I believe that we can make it past group stage” seems a bit more realistic.

Update: We’re told that, despite their normal involvement with ESPN, W+K did not have anything to do with the above spot.

W+K, 180LA Invite the World to Rio for Coke and Pepsi

The 2014 World Cup is coming to every continent but Westeros–and W+K Sao Paulo would like to remind us, on behalf of client Coca-Cola, what an international event it will be with the “One World, One Game” campaign.

The first spot in Coke’s “largest-ever marketing campaign” series is a global tour of  its latest “corporate social responsibility” project.

The company’s press release reassures skeptics: it surprised team members who “thought they were being filmed for a Coke documentary” with complimentary tickets to Rio, where they’ll “carry the national team flags onto the pitch during the Germany vs. Portugal match.”

We might point out that they were being filmed for a Coke documentary series, but we’re not quite that cynical.

Further chapters flesh out the local teams’ stories.

Read more

BBH China’s Harbin World Cup Spots Are Over in a Flash

Wow, talk about efficient. Fresh off winning the AB InBev Harbin Beer business back in November, BBH China has launched a series of ultra-short television spots for their Harbin Beer World Cup 2014 campaign.

Harbin, the official World Cup sponsor in China, will run the blink-and-you’ve-missed-them spots every night on CCTV1 news and OOH media, where they are expected to reach hundreds of millions of Chinese consumers. As might be expected given the short duration, the ads keep things simple. The above “Freedom Time” exemplifies the approach here: the spot sees a Harbin drinker ignore a call from the boss during the big game, instead using the phone as a coaster. There’s something admirable about the efficiency required of the format, especially in contrast to the lengthy online spots that we see on a daily basis. Check out “Red Card” below, and stick around for the lengthy (7 seconds) “Slide Tackle” after the jump. It won’t even take a minute.

Read more

Budweiser, Anomaly Kick Off ‘Rise As One’ World Cup Campaign

Today, Budweiser has officially launched its “Rise As One” campaign, developed by Anomaly, to promote its sponsorship of the 2014 FIFA World Cup. The basis of the campaign is a “fully integrated, global content series” centered around the the theme of honoring “the moments that unite football fans worldwide.”

Highlighting the campaign is the new spot “Believe As One,” which made its digital debut today and will air internationally as anticipation for the World Cup continues to grow.  The new spot, filmed in black and white by director Garth Davis “to truly highlight the passion and pride for the sport that unites fans around the world, irrespective of the team they support” stokes anticipation of the FIFA World Cup 2014 Brazil by showing the almost religious fervor fans across the globe bring to the game. The 60-second spot concludes with a group triumphantly raising their beers, followed by the “Rise As One” tagline.

“Football is unique in its ability to unite fans all over the globe and its unifying power is never more evident than when the world comes together during the FIFA World Cup,” Andrew Sneyd, Budweiser global VP, explains in a statement. “Through the Rise As One campaign and our new spot ‘Believe As One,’ Budweiser showcases the passion and building anticipation shared by fans and players the world over.”

In addition to the new spot, the folks at VICE (who are everywhere these days) are getting in on the action, partnering with Anomaly and Budweiser to launch “Budweiser Heroes,” which showcases “the real-life stories of individuals who have made a significant impact in their community and how their love of football transformed the lives of everyday people.” Beginning today, Budweiser is calling on fans to submit their own “Budweiser Heroes” stories. Budweiser and Vice will also be creating a series of digital shorts to serve as inspiration for the program. A few chosen winners will receive an all-expenses paid trip to the 2014 FIFA World Cup Brazil, tickets to a football match and a three-day stay at the Budweiser Hotel in Rio de Janeiro.” You can learn more about the “Rise As One” campaign at the official website, and stick around for credits after the jump. Read more

Iris Launches ‘Fast or Fail’ Game for Adidas Featuring Lionel Messi

Iris has launched a new campaign for Adidas called “Fast or Fail,” to promote Lionel Messi‘s new adiZero f50 Messi boot.

The campaign is centered around “an innovative real-time reactive game experience requiring players to beat opponents down an endless pitch and reach Rio de Janeiro in the fastest time possible.” Players will be given the opportunity to win tickets to the 2014 FIFA World Cup to see Lionel Messi play. In an interesting twist, the game is driven by social media — with “more mentions of Messi, the faster you go in the game.”

Iris also created a “Fast or Fail” video to promote the game and the new Messi boot. To create the video, they shot Messi on a green screen backdrop, and then worked with “Media Monks to create the CGI-built polygonised world you see in the game and film.” You can check out the 1:35 video above, and head here to try your hand at the #fastorfail game.

 

ESPN Celebrates Brazil with ‘True Beauty’ World Cup Ad

With 100 days to go until the start of World Cup 2014, ESPN has debuted a new ad called “True Beauty,” which celebrates the World Cup returning to Brazil.

The 30-second spot, “developed by ESPN’s award-winning marketing team,” features voiceover (in Portuguese) from Brazilian musician Seu Jorge, extolling the beauty of Brazil and their five-time World Cup champion soccer team which is the pride of the nation. “True Beauty” is soundtracked by tropicalia band Os Mutantes’ song “Bat Macumba” from their classic debut album. The spot is perfectly edited to fit the pace of the song and celebrate different aspects of the World Cup’s host nation. ESPN will also be celebrating with special programming over three days, including “extensive digital content on ESPNFC.com, coverage of seven FIFA matches and more…”

As you may recall, ESPN’s World Cup campaign kicked off during half time of their Rose Bowl coverage on New Year’s Day. We’ve included it after the jump in case you need a refresher. Expect to see more from ESPN promoting the World Cup leading up to kickoff on June 12th. Read more

Africa, Brahma Bring Brazilian Soccer, Beer Closer Together

Brazil is already known as the land of beer and soccer, but now A-B InBev brew brand, Brahma, in conjunction with the Rio de Janeiro-based branch of agency, Africa, is bringing the country’s passions closer together than ever before with Brahma Selecao Especial, a new limited-edition beer brewed for the 2014 FIFA World Cup in Brazil.

Brahma Selecao Especial’s big selling point is that it is brewed with “barley planted, grown and harvested on Granja Comary, home to the Brazilian national soccer team,” which should score major points with Brazilian soccer fans. Literally bringing together beer and soccer by planting on the Brazilian soccer teams’ decades-long training grounds, the “same soil where [the] five-time world champion team was conceived” brings the World Cup-sponsoring brand even greater appeal to Brazil’s soccer-loving faithful.

Sergio Gordilho, Africa’s co-president and CCO, says, “Creating and developing such an innovative idea in partnership with such a legendary brand shows a new frontier for advertising, where the agencies stop thinking about the media and start focusing on the idea. We developed this project with Africa Lab, an innovation arm of the agency, and we are looking forward to see the results on shelves around the entire country.”

Africa collaborated with Brahma at every step of the process — they even “accompanied the planting of the barley, its growth and harvest, the development of the product, and helped with the promotion and launching strategies,” claims Africa co-president and CEO Marcio Santoro.

The new beer, complete with “packaging [which] leaves aside the brand’s traditional red color for black, subtle green and yellow lines paying homage to the arrival of the World Cup to Brazil” will be available beginning next month, but you can pre-order it now on Brahma’s website. Stick around for credits after the jump. Read more