With only 7 Days left to the start of one of the biggest sporting events in the world, we round up what we believe to be the best or most eye catching campaigns by brands, hoping to capture the attention of millions of viewers. Although this feels like the least hyped and least marketed World Cup to date, there have been a few impressive creative campaigns worth watching. Here’s our list of best 2018 World Cup Campaigns:
1. Mastercard – Goals For Meals
Let’s kick off the list with a controversial campaign which received a lot of backlash. Mastercard released their latest campaign ahead of the World Cup looking to do something good and capitalise on the huge captivated audience around the big occasion (although not being an official sponsor, they have to be clever and careful).
Whilst I imagine when the marketing team first came up with this idea, it probably seemed like a generous message, “Let’s give away 10,000 meals for every goal Neymar and Messi score”, but honestly, if they have the funds to do something this generous why did they have to interject such a niche trigger. What if Neymar or Messi get injured? Surely it would have been a better idea to say 1,000 meals for every goal scored at the tournament? Serious own goal.
ITV – Forget
We like this advert. It captures all the sorrow, excitement, expectation, passion and glory (or lack of) that England fans have experienced in the past and will experience in this World Cup with the underlying statement: Forget.
The imagery and production is great. We’re already over excited for the tournament here but this helps us visualise what could be…come on England.
VISA – Zlatan
Visa have partnered with The Ego and one of football’s biggest personalities in Zlatan Ibrahimovic on their campaign as official payment services partners for the tournament.
It’s a great synergy between the two brands which will no doubt get lots of people talking. VISA’s association with a personality who claims that “A Fifa World Cup without me is not worth watching”, is much like how they themselves want to be perceived; an irreplaceable part of the tournaments enjoyment. Watch the video here.
BBC – History Will Be Made
Every World Cup has a host of iconic moments and everyone has their own individual favourite that immediately takes you back to that time and place.
In assuring us that History Will Be Made, the BBC’s 2018 campaign provides a timely reminder of football’s greatest tournament and why we love it.
The video was made using tapestry techniques by creating a dynamic film in which every single frame has been individually embroidered. More than 227,000 metres of thread were used to create over 600 unique frames of tapestry, that if laid end-to-end would measure over 1,200 metres in length.
This advert is a great show of creativity and innovation by BBC’s own in house creatives.
BWIN – Who Stole The Cup?
Here’s an ad we’re not big fans of. The betting company gathered Argentina’s Maradona, Brazil’s Cafu, Spain’s Vicente del Bosque and Germany’s Stefan Effenberg in a glitzy hotel in Moscow to create this heist style advert. The premise of the cinematic video is that at the opening ceremony of the World Cup the trophy has suddenly gone missing, and the viewer is asked to guess which one of the 4 stars of the advert is the culprit.
Although the style and star factor of the advert was enjoyable, the concept doesn’t carry through into the advert leaving us a bit confused on the objective of the advert.
Copa 90 – Snapchat
Coca Cola – Score Prediction Cans
Well, that’s the end of our World Cup Campaigns round up! We hope you found it a good read. Which campaign was your favourite?
Written by Rahul Sharma
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