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Designs on the World Cup

Wednesday 21 Jun 2006

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.

border=0 /><BR></div> </p> <p> 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. </p> <p> “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. </p> <p> “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.” </p> <p> 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. </p> <p> <div class=inlineimage><img src=@digital_arts on Twitter.


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border=0 /><BR></div> </p> <p> <b>Case study:</b> Viva La Volley<BR> <b>URL:</b> <a href="http://www.vivalavolley.com" target="_blank">www.vivalavolley.com</a> <BR> <b>Client:</b> Stan James <BR> <b>Design:</b> Inbox Digital </p> <p> “Our brief was to design and build a viral game that would help drive traffic to the Stan James Web site,” says Oli Christie, creative director at Inbox Digital. </p> <p> “We knew that there would be up to 50 football viral games produced in the run-up to the World Cup, because every client tries to jump on the football bandwagon, even if it’s not really relevant to their brand. So we had to really come up with a unique design, stunning graphics, and amazing gameplay to make a truly great viral game.” </p> <p> Instead of a Germanic look, the team gave the design a South American feel, influenced by graphics used in the 1970 World Cup in Mexico. The stadium is based on the Aztec Stadium in Mexico City. This lends a specific visual style to the project. </p> <p> “We asked the client to trust us in not over-branding the game with their logo and to make the brand more recessive, because people are wary of brands overselling in viral games,” explains Christie. </p> <p> The actual assets used were created in 3DS Max and then imported as Flash sprites in the game. “The use of these 3D sprites and the 3D stadium really gives the game a point of difference and adds realism,” says Christie. </p> <p> <div class=inlineimage><img src=

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