ESPN Case study ONE GAME CHANGES EVERYTHING by Wieden + Kennedy New York

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Industry Sports Teams & Events, TV Channels/Radio Stations and Programmes
Media Case study
Market United States
Agency Wieden + Kennedy New York
Executive Creative Director Todd Waterbury
Creative Director Kevin Proudfoot, Stuart Jennings
Art Director Mathieu Zarbatany, Eric Stevens
Copywriter Nick Sonderup
Typographer Patrick Cahalan
Illustrator Am I Collective
Released May 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: ESPN
Product/Service: 2010 FIFA WORLD CUP
Date of First Appearance: May 12 2010
Entrant Company: WIEDEN+KENNEDY, New York, USA
Executive Creative Director: Kevin Proudfoot and Todd Waterbury (WIEDEN & KENNEDY)
Creative Director: Stuart Jennings and Kevin Proudfoot (WIEDEN & KENNEDY)
Copywriter: Nick Sonderup (WIEDEN & KENNEDY)
Art Director: Mathieu Zarbatany and Eric Stevens (WIEDEN & KENNEDY)
Print Producer: Paul Rattoballi (WIEDEN & KENNEDY)
Typographer: Patrick Cahalan (WIEDEN & KENNEDY)
Retoucher: Chris McClelland (150 PROOF)
Art Buying: Michelle Chant and Dona Monroe (WIEDEN & KENNEDY)
Illustrator: AM I COLLECTIVE
Media placement: Gallery Event - Drive In Studios, New York City - May 12, 2010
Media placement: Art Book (Distributed At The Event) - Drive In Studios, New York City - May 12, 2010
Media placement: 33 Giclee Prints (Displayed At Event) - Drive In Studios, New York City - May 12, 2010

Insights, Strategy & the Idea
To gain credibility and create buzz among core soccer fans, ESPN invited a select group of the most vocal soccer influencers and sports bloggers to an unveiling of the artwork for their World Cup “One Game Changes Everything” outdoor campaign at an invitation-only charity event held at Drive In Studios in New York City.

Creative Execution
The 33 pieces of original artwork displayed were created by the South African artist collective AM I Collective. Each poster told a different team’s story, and celebrated its unique journey with subtle nuances highlighting moments in its WORLD CUP history.

Admission to the gallery event benefited Grassroot Soccer - an organization that uses soccer as a tool for AIDS education in Africa – and the evening culminated in a performance by Grammy award-winning African singer Angelique Kidjo. Each guest was also given a limited-edition hand-bound book featuring all of the art.

Following the event, the artwork was moved to the Time Warner Centre, where it remained on view to the public throughout the games.

Results and Effectiveness
The event was a tremendous success and kicked off a wave of support amongst the core soccer insiders who attended, leading to media coverage in "Vanity Fair", “WORLD CUP Buzz,” “The Gaffer,” and “EplTalk” and many other influential outlets.