The official 2014 FIFA World Cup Brazil™ poster was unveiled on 30 January 2013 in Rio de Janeiro. The poster, designed by Brazilian creative agency Crama, was selected ahead of two other designs by a high-profile judging panel. This poster is a strong visual asset that represents Brazil and the FIFA World Cup all the way up to 2014.
The artwork depicts the beauty and diversity of Brazil through colourful, emotional and vibrant design. The creative concept at the heart of the poster is “An entire country at football’s service – Brazil and football: one shared identity”, which inspired Crama to shape the winning design. This is evident throughout the poster, particularly where the player’s legs challenging for the football reveal the map of Brazil.
“The Official Poster is an important step to showcase Brazil and the FIFA World Cup in the Host Country and abroad," explained Brazilian football legend and LOC Member of the board of administration Ronaldo, who was part of the judging panel. "It is important to convey the message of a country that is modern, innovative, sustainable, happy, united and, of course, passionate about football.”
Brazil’s rich natural environment is portrayed through bright colours and fluid patterns which depict the country’s flora and fauna and give the whole design a tropical look and feel. Additionally, distinctive characteristics from Brazilian culture and tourist attractions all combine in harmony to showcase every aspect of the host country that will be at the centre of attention when the 2014 FIFA World Cup kicks-off and the eyes of the world are on Brazil.
The winning design was selected by a judging panel made up of Brazilian Minister of Culture Marta Suplicy, FIFA Secretary General Jérôme Valcke, LOC President Jose Maria Marin, Brazilian artist Romero Britto as well as Ronaldo and Bebeto.
Brazilian-based creative agencies were invited to submit their designs in October 2012, which FIFA and the LOC shortlisted to three following quality and intellectual property checks. The shortlisted designs were then presented individually to the judging panel for final selection. The panel were asked to score each design based on the following criteria; overall impression, the degree to which they conveyed the spirit of Brazil, how well they illustrated the connection between Brazil and the FIFA World Cup, their creativeness/artistic design and originality. The design with the highest score was judged the winner.