THE BEAUTIFUL GAME BELONGS TO ALL OF US
CLIENT
Google Pixel
Google Pixel
BRIEF
To help Pixel break ground in US soccer culture, amidst the controversy in Qatar during the 2022 World Cup.
To help Pixel break ground in US soccer culture, amidst the controversy in Qatar during the 2022 World Cup.
THE WORK
Google Pixel wanted to build affinity with the burgeoning US soccer fandom, with a special focus on embracing the Latin audience, during the 2022 World Cup.
There was a lot of noise to break through - and a lot of stereotypes to steer clear of. So, we recruited authentic fans like Latin singer Prince Royce, Colombian legend Carlos Valderrama, and a slew of IRL soccer heads to showcase the unique and personal ways they love the game.
However, we couldn’t turn a blind eye to the rampant human rights violations going down in Qatar. So we took a stance and had USWNT captain Megan Rapinoe deliver the closing line straight to the world: the beautiful game belongs to all of us.
Google Pixel wanted to build affinity with the burgeoning US soccer fandom, with a special focus on embracing the Latin audience, during the 2022 World Cup.
There was a lot of noise to break through - and a lot of stereotypes to steer clear of. So, we recruited authentic fans like Latin singer Prince Royce, Colombian legend Carlos Valderrama, and a slew of IRL soccer heads to showcase the unique and personal ways they love the game.
However, we couldn’t turn a blind eye to the rampant human rights violations going down in Qatar. So we took a stance and had USWNT captain Megan Rapinoe deliver the closing line straight to the world: the beautiful game belongs to all of us.
The crown jewel of the campaign was a hero anthem that took viewers on a rapidfire sprint through many unique expressions of soccer fandom.
To supplement the anthem film (and satisfy the request for very pretty product shots), we created a suite of cutdowns for social and digital.
Want more? Here’s a look at some BTS stills that showcase the larger-than-life, colorful cast we recruited for our cause.
