Bartle Bogle Hegarty, London Follow Update

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Guardian - "We'd Never Get a Job at FIFA" - Bartle Bogle Hegarty

  • We'd Never Get a Job at FIFA
  • Guardian
  • Guardian Media Group
  • Bartle Bogle Hegarty
  • United Kingdom
  • FIFA World Cup 2014
Product CategoryNewspapers, Magazines, Books
MarketUnited Kingdom
LanguageEnglish
Date of First Broadcast/PublicationJune 2014
Media TypePrint
Creative Director Peter Reid
Creative Director Carl Broadhurst
Creative Team Matthew Moreland
Creative Team Chris Clarke
Agency Producer Sally Green
Illustrator James Townsend

Story

With UK newspapers set to throw their weight firmly behind England, the Guardian will look to provide unbiased and rounded coverage of the tournament true to its principles of open journalism.

Concept

This is the first execution in a campaign which will feature graphic depictions of the flags of World Cup competing nations, offset with witty commentary and tactical messages.

Problem

Fifa's latest controversy around corruption and openness contrasts the organisation as the antithesis of everything the Guardian stands for and the opposite of the journalistic approach which will underpin their World Cup coverage. The Guardian's coverage will look to provide the angles on the tournament and competing nations that other news organisations won't, all in their unique editorial tone of voice.