FIFA World Cup Russia 2018

Trusted to deliver at the highest level, this was our third World Cup in a row, following on from South Africa in 2010 and Brazil in 2014.

FIFA briefed us to deliver a comprehensive and powerful event dressing concept. This would help define the host cities, stadiums, public areas and fanzones, whilst creating clear recognition for the event's sponsors and partners.

Approach

Working with the existing brand assets our main task was to develop a coherent event delivery structure. The initial creative phase gave rise to a fresh, flexible design principle - one that would work across all touch points.

For an event of this scale, defining a strong colour palette is of primary importance. Colour is used to define unique areas of the tournament - fan zones, official shops, food & beverage points, hospitality and media areas VIP lounges, and 'in bowl' stadium dressing - crucial for how the event appears to the worldwide TV audience.

Design & Production

Physical production is handled at a local level with FIFA, the local organising committee and their suppliers needing to refer to a 'brand bible' or look book. A series of workshops followed the look book production, ensuring all stakeholders understood how to successfully roll-out the event brand.

Following our creation of the event dressing concept we then began the extensive task of setting up artwork for almost all areas of the roll out.

The roll-out included items for each host city, encompassing the fans' journey to the stadiums, players and coaching staff areas, media and press facilities plus signage and wayfaring across all surrounding public spaces.

We also created all the animated branding for the 12 x stadia exterior facades, plus in-bowl big screen infotainment animations.

The brief stipulated a distinct look for the final itself - the pinnacle event in World football. A new look based around a darker blue and gold was produced for the Luzhniki Stadium in Moscow, including a winners arch and stage plus bespoke final merchandise.

FIFA estimated that the global audience for the final peaked at 1.12 billion people, including 884 million watching television broadcasts and 232 million using other platforms, including online streaming, and at public venues.

According to a broadcast audit report, 86.7 percent of televisions in France and 88.6 in Croatia were watching the final.

This included items for Host city, the fan zones and transport hubs, full stadium roll out including in-bowl, competition, media zones, Hospitality areas & public areas as well as stadium facade & exterior zones.

169

Goals Scored

1.12B

Global live audience for the final

3.6B

Overall global reach of the tournament

229M

Brand value of the World Cup

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