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The best and worst World Cup marketing campaigns so far

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12.07.2018

In 2010, in a small town in regional Australia of just over 2,000 people, I experienced something that went on to change my life. I saw an ad. A heavily branded piece of content designed to shift product aimed squarely at teenage me. That ad was Nike’s ‘Write the future’.

The moment I saw that work I was engrossed. I downloaded it illegally and watched it on repeat, showing anyone who would listen, even those that didn’t. The split decisions that can change a life, the stories of rags-to-riches and the legacy these idols created left me absolutely spellbound.

From that moment on, I wanted to create an experience that gave someone else in my position that same feeling of hope, of inspiration and of courage. That may sound strange to those of you who don’t subscribe to the religion of waking up at 4am to watch your favourite football team play. The team that you’ve never seen live and that play 11,000 kilometres away. But those who do subscribe to the beautiful game will know the feeling.

Every four years we witness something truly incredible when the World Cup comes along. Rivalries, distance and language no longer seem so divisive as the world speak the universal language of football. There is a sense of unity that bonds us in support of a common goal, enduring the tears of joy and sadness together.

Like we saw in Mexico where a goal caused an........

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