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

BBH

BBH London, United Kingdom

5480

Title	We'd Never Get a Job at FIFA
Agency	BBH
Campaign	FIFA World Cup 2014
Advertiser	Guardian Media Group
Brand	Guardian
Date of First Broadcast/Publication	2014 / 6
Business Sector	Newspapers, Magazines, Books
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.
Philosophy	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.
Media Type	Print
Market	United Kingdom
Creative Team	Matthew Moreland
Creative Team	Chris Clarke
Creative Director	Peter Reid
Creative Director	Carl Broadhurst
Agency Producer	Sally Green
Illustrator	James Townsend