A small footnote in the 2018 World Cup was that, due to some evil committed in a former life, I, an Englishman, was forced to work on the victory campaign for France. Inevitably, they won, so I ended up making the one piece of work I never wanted to make.
The product of the whole sordid affair was this campaign, built around the idea of the second star that would appear on the shirt after the historic win. We came up with, shot, edited, recorded a VO with a famous French rapper, did post on and then re-did all this in five days. We were, as they say in Paris, très content, and as we say in England, knackered.
We started it off with a redesign of their logo as a teaser. Instead of the second star they’d win if they won the Cup, we used the shape of France. The “Believe” line was a mandatory one from client.
And then, the second the final whistle blew, we released this.
And then, our work was projected on the Actual Arc de Actual Triomphe. Images of all of the players were introduced, one by one, next to the cities they came from. With the campaign line. Paid for by the French government.
Earned media