The media is saturated with football-related advertising, and it reaches fever pitch when the big summer tournaments kick off. Digit investigated how the creative industry handles the world’s big events.

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It’s meant to be about football, but you’d be forgiven for thinking this year’s FIFA tournament in Germany is the advertising World Cup. Big fish corporations and minnows alike will clash on TV screens, phones, billboards, and Web pages, all aiming for consumer loyalty and brand awareness through the universal language of football. 
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“Event-related design is always an interesting challenge,” says Charles O’Neil, senior project manager at Tribal DDB. “An event like the World Cup creates an incredibly crowded media landscape with everyone wanting to advertise, whether they’re sponsors or not. 
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“The challenge becomes how to make your work stand out from the crowd. You have to make your work more aesthetically appealing and more engaging.” 
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Working with an official partner or sponsor helps enormously with getting the campaign noticed. Tribal DDB is working with Philips – supplier of lighting and AV equipment to the tournament. 
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