Design Lead: Ray Adams Senior Designer: Xavi Teruel Blanco / Tom Bogman ECD: Theodor Arhio Creative Director: Thomas Jullien Senior Art Director: Nico Marks / Gaia Gallinaro Senior Copywriter: Mari McMurray Copywriter: Isaiah Browning Executive Producer: Matthew McManus Senior Producer: Nathan Lueptow

WHY | The FIFA 2022 World Cup has been a first in many ways. Who would have thought the people’s game would be played during winter and still be smoking hot? Understandably, football has evolved immensely the last few years with data and performance taking centerstage. Viewership and fandom have evolved too but not in the right direction though: unrelatable commentators, corrupt governing bodies, sky-high ticket prices… football is not speaking to Gen-Z. It has become increasingly obviously that they demand to see a more human approach to the beautiful game of football than just fact, figures, and stats.

WHAT | This World Cup will be a moment for fans to be surprised again. Enabling surprising partnerships that intersect football with culture and featuring players in interesting ways that allow the fans to get to know them better. An inclusive celebration of the joy of the game.

HOW | The visual language is an extension of the idea – When football is everything. With football always at the core, we have room to exponentially amplify the fun. Like with our players. We’ll portray them as an eccentric family, reuniting for the World Cup. When football is everything, brotherhood extends beyond borders.