Advertising Strategy
“We’re World Cup for it!” For The Sun & Pulse Creative

In the run up to the World Cup in 2018, The Sun wanted to cut through the noise, the endorsements, the official sponsorships and the superstars by focusing on the euphoria which turns ordinary people a bit crazy whilst the tournament is on.

What began as two thoughts - that a World Cup gives you permission to do stuff you’d not normally get away with, and office kick about – the idea “We’re World Cup for It!” was born. We wanted to showcase the joy of ordinary people during the tournament.

The ad ran as 60” spots with cut downs and full 120” versions running online, we achieved significant cut through in a massively contested time when the major sports brands were fighting for airtime in-game, so our focus was in the weeks before.

The creative won a Gold Kinsale Shark for the TV ad and a Bronze for outdoor, and saw a significant rise in online football traffic to thesun.co.uk during the tournament