‘Join the Champions’
The Event Promotion Campaign
FIFA and the LOC, together with the Brazilian arm of Ogilvy & Mather, one of the world's most renowned advertising companies, launched a comprehensive through-the-line advertising campaign in the lead-up to the FIFA Confederations Cup 2013.
Aimed at driving awareness of the tournament, maximising its appeal and ultimately selling as many tickets as possible, the three-phase campaign leapt into life immediately following the Official Draw in December 2012.
Uniting behind the tagline “Join the Champions”, the campaign featured support from some of the world's biggest football stars in the form of Spain's world champions Xavi Hernández and Andrés Iniesta, Italian icons Gianluigi Buffon and Andrea Pirlo, and Japanese legend Shinji Kagawa.