With the official kick-off of the world’s biggest sporting event just around the corner, it’s not just the teams that are pulling out all the stops for the FIFA World Cup in Russia this year – the world’s biggest brands are also making use of the current atmosphere of sporting-hype by putting out some incredible branded video content campaigns.
Here’s our rundown of some of the best branded videos about The World Cup 2018 to have been released so far.
Beats by Dre have a long-lasting relationship with the world of sport, being the headphone brand of choice for many of the world’s biggest stars. It made sense for them to produce something for the 2018 World Cup, and if there’s one person you can rely on to come out with a fast-paced and engaging piece of video content, it’s surely got to be British director Guy Ritchie.
The video follows a young Russian boy whose footballing-prowess gets him in trouble with a group of bullies, but ties in cameos from some of the world’s biggest football stars – England’s Harry Kane, Germany’s Mesut Ozil, France’s Benjamin Mendy and Brazil’s own Neymar Jr. all make an appearance in the whirlwind video, which feels more like a scene from a heist film than a headphones advert.
With nearly 2.5 million views the results are not to be sniffed at.
Sports-drink Gatorade made full use of having probably the best footballer in the world on their roster of brand ambassadors by releasing this animated film portraying the life and career of Barcelona forward/Argentinian team captain Lionel Messi.
The film’s mantra “If you have a dream to chase, nothing can stop you.” pushes him to succeed and ties in nicely with Gatorade’s own brand ethos. The film enjoys some brilliant moments of fantasy – from the invention of a special kit designed specifically to stop Messi all the way to God himself intervening to blow-away a goal – but finishes with the very real situation of Messi dreaming of a World Cup win.
Definitely the most technically ambitious video to come out of the 2018 World Cup so far, the BBC‘s launch trailer for the competition was created as an animated tapestry celebrating the rich history of the World Cup.
Originally drawn out digitally, the animation itself is a dynamic and swirling tour of past victories, defeats, and major figures in the competition, all in the bold style of old Soviet propaganda posters. The animation was then physically stitched out into 608 individually embroidered frames, all put together to give the end video a real sense of texture and depth.
Think Marketing Magazine said the technique “grabs our attention and doesn’t make us tire of watching this trailer over and over again as we look for things we might have missed the first time.”
The best narrative brand video for the 2018 World Cup so far goes to the official beer of the competition Budweiser, whose 2018 drone film is a CGI-filled world-tour reminiscent of Pixar’s Wall-E.
It’s the brand’s biggest ever global campaign, hoping to tap into some of the 3.2 billion fans who will be watching the sport this year. Budweiser’s global marketing VP says: “This is a fun energetic story, in delivering beer and energy in an elevated and unexpected way. It’s the most epic beer delivery of all time.”
The stunning 3D animation combined with live action footage was rewarded with over a million views on YouTube.
Venturing away from a branded campaign solely about football, adidas‘ Create the Answer brand video decides instead to celebrate creativity as a whole, not just in sport but in all disciplines. Surely winning the award for the most celebrity appearances in an advert, adidas packed 56 A-list creatives into the 1 minute 30 video, which sees them all in a packed stadium event of music, sports and of course, creativity.
The video advertises the #HereToCreate campaign, encouraging creatives around the world to get involved with the World Cup in any way they can.
The creative team is embracing personalised content. The creative team said: “We are co-creating our story of sport and creativity with our consumers by reacting and responding to their preferences, attitudes, passions and geographies. Athletes in New York will get a different experience from those in London.”
Who Stole the Cup? – bwin
Betting site bwin’s branded campaign video for the 2018 World Cup brought together four absolute giants of the game to play out a Hollywood-style heist reminiscent of classic crime films like Ocean’s Eleven.
Who Stole The Cup? is part of an ongoing online campaign which invites viewers to bet on the eventual victor of the heist, and sees Argentina’s Maradona, Brazil’s Cafu, Effenburg from Germany and the legendary Del Bosque of Spain all plotting to steal the trophy through increasingly elaborate methods.
By going to the betting site, viewers can put money on who they think will eventually bag the trophy, but the campaign also includes behind the scenes interviews and profiles on each of the legends starring in the video, encouraging viewers to dive deeper into both the brand and the history of the individuals involved.
The creators’ intention behind the campaign is to “entertain and engage our players and audiences globally, plus reinforce bwin’s position as Europe’s leading and most innovative sportsbook.”
What are your favourite branded videos for the World Cup 2018? Let us know in the comments below.
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