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W+K NY Sparks World Cup Convo for ESPN

Wieden + Kennedy New York’s latest World Cup spot is a welcome departure from their previous World Cup work, foregoing focusing directly on the on-field action in lieu of the conversations and connections among fans sparked by the World Cup, leading into the “Every Four Years” tagline.

The new 30-second spot, called “Global Issues,” follows a linear conversation between soccer fans from diverse backgrounds. “Global Issues” stars real soccer enthusiasts — including a German butcher, an Italian barber, and a cab driver from the Ivory Coast, who support a vast array of teams, but all reside in the U.S. It’s a clever direction, executed well thanks largely to the precision editing, from editorial company Final Cut, necessary to pull off such an approach, and illustrates the excitement leading up to the World Cup well.

Wieden + Kennedy New York also debuted eight of its 32 original World Cup posters for ESPN, designed by Brazilian artist and graphic designer Cristiano Siqueira. Each features a likeness of key players and stories from the featured country competing in the 2014 FIFA World Cup. Stick around after the jump for a look at several of these posters, as well as campaign credits. World Cup Posters

Credits:

TV SPOT: Global Issues :30

CLIENT: ESPN

PROJECT NAME: WORLD CUP 2014

CLIENT CONTACT: Seth Ader, Bryan McAleer, Brendan Gillen, Tomas Ferraro

LAUNCH DATE 4/28/14

DURATION OF CAMPAIGN: 10 Weeks

W+K NEW YORK

Creative Directors: Brandon Henderson, Stuart Jennings, Gary Van Dzura, Caleb Jensen

Art Director: NJ Placentra

Copywriter: Alex Ledford

Producer: Luiza Naritomi

Executive Producer: Temma Shoaf

Account Team: Casey Bernard, Katie Hoak, Alex Scaros

PRODUCTION

Production Company: Imperial Woodpecker

Director: Stacy Wall

Executive Producer: Doug Halbert

Line Producer: Terry Shafirov

Director of Photography: Corey Walter

 

EDITORIAL

Editorial Company: Final Cut

Editor: Jeff Buchanan

Assistant Editor: Geoff Hastings

Post Producer: Beth Fitzpatrick

VFX

VFX Company: MPC

Senior Producer: Matthew Loranger

Lead Flame Artist/Creative Director: Gigi Ng

MIX

Mix Company: Heard City

Mixer: Philip Loeb

Producer: Sasha Awn

 

Murals

CLIENT: ESPN

PROJECT NAME: 2014 World Cup

FORMAT: Print/Digital/OOH

CLIENT CONTACT: Seth Ader, Bryan McAleer, Brendan Gillen, Tomas Ferraro

LAUNCH DATE 5/2/14 (First 8), Remaining TBD

DURATION OF CAMPAIGN: 5/2/14 – 7/13/14

 

WIEDEN+KENNEDY NEW YORK

Executive Creative Director: Susan Hoffman

Creative Directors: Brandon Henderson, Caleb Jensen

Art Director/Designer: Mathieu Zarbatany

Typographer + Typeface: Chris Kelsch

Graphic Designer: Ben Clark

Illustrator: Cristiano Siqueira

Account Team: Casey Bernard, Alex Scaros

Project Manager: Amanda Nelson, Erin Bremmer

Art Buyer: Michelle Chant, Julia Parris

Print Producer: Kristen Althoff

Business Affairs: Lisa Quintela

Brand Strategist: Thomas Haslow

 

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