ONE GAME CHANGES EVERYTHING by Wieden + Kennedy New York for ESPN

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ONE GAME CHANGES EVERYTHING

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Industry Sports Teams & Events, Telecommunications Services, Business equipment & services, Corporate Image
Media Design & Branding
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: Books
Advertiser: ESPN
Product/Service: 2010 FIFA WORLD CUP
Agency: WIEDEN+KENNEDY
Date of First Appearance: May 12 2010
Entrant Company: WIEDEN+KENNEDY, New York, USA
Executive Creative Director: Kevin Proudfoot/Todd Waterbury (Wieden+Kennedy)
Creative Director: Stuart Jennings/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)
Retouching: Chris McClelland (150 Proof (A Division of Wieden+Kennedy))
Art Buyer: Michelle Chant/Dona Monroe (Wieden+Kennedy)
Account Team: Rich Weinstein/Casey Bernard/Brian D'Entremont/Ken Fineo/Yosef Johnson (Wieden+Kennedy)
Illustrator: Am I Collective
Printing Company: (Digital Colour Concepts)
Media placement: Book - Gallery Event - May 5, 2010

Describe the brief from the client
ESPN needed to gain credibility and create buzz among core soccer fans, so they invited a select group of the most vocal soccer influencers and sports bloggers to an unveiling of the original art created for ESPN’s “One Game Changes Everything” World Cup campaign.

As they left they were handed a hand-bound limited-edition art book containing the murals for all 32 teams and one overarching piece that spoke to the games as a whole, to serve as both a souvenir and a reference for any brand-evangelizing they might be inclined to do.

Describe the challenges and key objectives
The art books were created to both create a buzz about the games as well as educate soccer enthusiasts on all the different teams, so that interest in the games could be sustained even if the US team made an early exit.

Describe how you arrived at the final design
The final design of the book bridged the gap between the handmade South African street-art aesthetic of the work inside with the upscale presentation of a museum quality art book. They were hand-bound and limited to a release of 650 copies.

Give some indication of how successful the outcome was in the market
These books helped kick 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.