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Client: FIFA
Brief:
To come up with a global campaign that could deliver positive messaging about FIFA, its values and its efforts to develop the game.
Our response:
CAN developed “Football’s Hidden Story”; a series of 26 short stories about football positively affecting the lives of individuals around the world. It was a global broadcast/media campaign with coordinated PR. The 3 to 4 minute features were available to broadcasters worldwide, free of charge. In addition to the cut feature, a broadcaster toolkit, stills photographs and an article were provided to give the complete picture.
Results:
We custom built a digital delivery platform for broadcasters and journalists to view and download footage, stills and articles. All FIFA’s rights holder broadcasters signed up to site. Approximately 100 other broadcasters signed up for receiving footage.