The 32
Fans-come-first approach to World Cup coverage.
Role: Creative Director
Challenge
Distinguish Yahoo Sport’s World Cup editorial offering.
Impact
Authentic voices and opinions previously limited to pubs and street corners got elevated to a global stage and shared with millions.
Outcome
A feisty show staring fans from all 32 World Cup countries, all 32 days of the tournament.
World Cup soccer is all about the authentic fan voice.
We distinguished Yahoo Sport UK’s coverage with “The 32,” a fan-powered football show featuring passionate supporters from all 32 nations and delivering fresh content all 32 days of the tournament.
Street level
We partnered with German illustrator, Andy Gellenberg, to develop a visual style
that takes inspiration from street art and fan phrases.
Our street style became the clay from which we moulded digital promotion.
Truly global perspective
32 countries. 32 fans. Equal representation.
Shareable pageantry
Our partners Troika not only built out an action-inspired show package but also fan-forward GIFs for each country to integrate into Yahoo Mail.
Alles les Bleus
This time the French national team were the victors. And to the Victors go the dope celebratory T-shirts.
“Football is a simple game. Twenty-two men chase a ball for 90 minutes and at the end, the Germans no longer always win. Previous version is confined to history.”