Entrant Company: TLA Worldwide
This campaign proved:
1. It’s possible to generate branded earned media cut-through with a strong creative idea.
2. We were able to generate significant media coverage for a fuel brand through an individual sponsorship, and turned a simple name change into National news.
The campaign took over the conversation around the tournament, far beyond any other football news. The campaign also inspires the industry to think outside the box when it comes to traditional IP clashes / conflicts as we finely toed the line between guerrilla content that was suitable for a global fuel giant to get behind. We also set tongues wagging amongst fans with our activity, so much so that they even thought our partnership with Tim influenced the World Cup squad selection.