The Drum Awards for Marketing - Extended Deadline

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Client: BBC
Date: May 2018
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The BBC has launched its marketing campaign for the 2018 FIFA World Cup to be held in Russia.

Every World Cup has a host of iconic moments and everyone has their own individual favourite that immediately takes you back to that time and place. In assuring us that ‘History Will Be Made’, the BBC’s 2018 campaign provides a timely reminder of football’s greatest tournament and why we love it.

The campaign, created by BBC Creative with BBC Sport Marketing and animated by Blinkink, journeys through World Cup history via the skill of Diego Maradona, the flair of Zinedine Zidane and the emotion of Paul Gascoigne, to a preview of the most exciting talents of this year’s finals including Cristiano Ronaldo, Lionel Messi and Harry Kane.

Animated launch film The Tapestry, directed by Nicos Livesey, takes us on a journey through iconic moments from the competition’s illustrious past, and introduces us to the faces that will surely create memories this time around.

The team have modernised the traditional tapestry technique by creating a dynamic film in which every single frame has been individually embroidered. More than 227,000 metres of thread were used to create over 600 unique frames of tapestry, that if laid end-to-end would measure over 1,200 metres in length.

This visual style will then become the look and feel for the BBC’s coverage, extending into programming graphics, website design, social media, BBC One’s look, and more.

The idea will be fully realised in a real 7-metre long tapestry that will be put on public display. Moments from this year’s competition will be added to the tapestry after the tournament’s completion, creating a historical record of the 2018 World Cup. More details of this will be announced in due course.

Credits

BBC SPORT MARKETING

Portfolio Head of Marketing James Parry

Marketing Manager John Sprott

Marketing Executive Helen Worsey

MEDIA PLANNING

Campaign Planner David Wheadon

Media Portfolio Lead Marc Jones

BBC CREATIVE

Executive Creative Director Aidan McClure

Exec Creative Director Laurent Simon

Creative Director Tim Jones

Creative Director James Cross

Creative Edward Usher

Creative Xander Hart

Producer Liz Dolan

Project Manager Loretta Ramkissoon

Production Coordinator Emma Hamilton

Head of Planning Mike Lean

BLINKINK

Director Nicos Livesey

Producer Alex Halley

Executive Producer Bart Yates

DESIGN

Designer Luke Carpenter

BBC Creative Head of Design Laurence Honderick

SOUNDTRACK

Composer Alex Baranowski

Vocals Sir John Tomlinson

SOUND DESIGN – FACTORY

Sound Design & Mix: Mark Hills & Anthony Moore

Audio Producer: Lucy Spong