CLIENT
ESPN & ABC
Aaron Taylor, VP Brand Management
Seth Ader, Brand Dir.
AGENCY
Paul Renner, Associate Creative Dir.
Derek Barnes, Associate Creative Dir.
Lisa Topol, Copywriter
Eric Stevens, Art Dir.
Andrew Loevenguth, Broadcast Producer
Neal Arthur, Strategic Planner
Rich Weinstein, Account Dir.
Jessica O'Conor, Account Executive
Andrew Toledano, Media Planner
Frank Zoller, Associate Media Dir.
Kevin Proudfoot, Creative Dir.
Todd Waterbury, Creative Dir.
SUMMARY
The challenge for this campaign was simple but daunting - to make the World Cup relevant to American sports fans who consider soccer to be a second-class sport not worth watching. To achieve this objective, it was necessary to demonstrate that the World Cup is much bigger than the sport of soccer itself. Instead, it's the stage where the ultimate drama of sports unfolds. The World Cup gives American sports fans the opportunity to witness what takes place when the fate of an entire nation is as stake.
