Campaign · Art Direction
Refresh
Your World
A World Cup campaign without World Cup rights. Competing in a moment we could not afford to own.
- Role
- Art Direction
- Scope
- Brand strategy, campaign concept, out-of-home, broadcast, print
- Team
- Abe Garcia, Dario Campos, Drew Martinez
01
The constraint.
The biggest moment in soccer, and no rights to mention it.
World Cup sponsorship was locked up and priced out of reach. Every trademark, every official mark, every use of the tournament name was off the table. The brief still asked for a campaign that would land in the middle of the tournament.
What Coors Light did have was an existing Liga MX partnership and the "Refresh Your World" platform. That was the opening.
Capture the energy of the moment without owning the moment.
02
The approach.
Target the culture around the tournament rather than the tournament itself.
Soccer culture does not belong to a governing body. The fandom, the rivalries, the ritual of watching together, none of that is trademarked. We built the activation on the Liga MX relationship and let the surrounding energy do the rest.
Out-of-home
Placement concentrated where the audience gathered to watch, turning transit and street furniture into the environment of the moment.
Broadcast
Television spots built on the existing platform rather than a one-off tournament execution, so the work kept value after the final whistle.
Print
A campaign system extended into print with the same visual language, including ESPN placement.
03
Why it worked.
Strategic workarounds, ambitious creative, and smart media placement let us compete in a moment we could not afford to own.
The constraint forced a better idea than the money would have bought. A sponsorship buys permission to say the name. It does not buy relevance, and relevance was available for free to anyone willing to think about where the audience actually was.
Next project