World Cup – History Will Be Made by BBC Creative

This project has been selected for the Advertising – Integrated Campaigns category in The Annual 2018, CR’s award scheme celebrating the best in commercial creativity

To promote its coverage of the 2018 World Cup, BBC Creative took an unusual approach. Its film features the highs and lows of World Cup tournaments past, but with a key difference: all the scenes are rendered in embroidery. The decision to create a tapestry provides a link to Russia, where the event was held, but without featuring classic Russian design, which can occasionally feel clichéd.

Featuring footie scenes such as Gazza’s famous tears, and the skills of everyone from Maradona to Messi, all in fabric, the ad was visually powerful and arguably the best World Cup ad of 2018. A version of the tapestry was displayed at the National Football Museum in Manchester.

Agency: BBC Creative.Executive Creative Director: Laurent Simon. Head of Production: James Woods. Head of Planning: Mike Lean. Creative Directors: James Cross, Tim Jones. Creatives: Xander Hart, Edward Usher. Producer: Liz Dolan. Production Coordinator: Emma Hamilton. Project Manager: Loretta Ramkissoon. Head of Design: Laurence Honderick. Designer: Luke Carpenter. Production Company: Blinkink. Director: Nicos Livesy. Producer: Alex Halley. Executive Producer: Bart Yates. 2D Animation: The Line. Embroidery: LES.