Matthew Moreland
Creative Director at BBH
London, United Kingdom
TitleWe'd Never Get a Job at FIFA
Campaign FIFA World Cup 2014
Advertiser Guardian Media Group
Brand Guardian
Date of First Broadcast/Publication
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
Creative Team
Creative Director
Creative Director
Agency Producer

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