The World Cup fuels billions of passionate online interactions. But the noise is as much a challenge as an opportunity, particularly for a brand like The Economist. Without a reputation or expertise for sports, and with a modest budget, The Economist needed a fresh angle to gain any cut-through.
We offered a unique perspective on what was really going on within the participating nations the minute the matches finished. With South Korea, Saudi Arabia and Iran taking part, as well as hosts Russia, The Economist offered ‘Deeper Commentary’ on one of the most politicised World Cup in recent times.
Creative Circle - Silver - Online Display Advertising
D&AD - Best use of media - Shortlisted
D&AD - Best use of Display - Shortlisted
DMA Gold - Best Writing
Epica Bronze - Online Display Adverts
Caples Bronze - Integrated Campaign
Caples Bronze - B to C Campaign
DMA Bronze - Best OOH