SBS builds anticipation for FIFA World Cup Qatar 2022
SBS has launched the latest iteration of its ‘We All Speak Football’ campaign ahead of its broadcast of the FIFA World Cup Qatar 2022, reflecting the diversity of contemporary Australia.
The campaign platform was also used in the lead up to the 2018 World Cup , with the broadcaster having secured rights for the 2018 and 2022 FIFA World Cups back in 2011.
Other Assets:
Saudi Arabia 30″: https://www.youtube.com/watch?v=N_7jjJcS4zs
England 30″: https://www.youtube.com/watch?v=HAsiJczaki8
The emotive and fan-heavy imagery featured in the campaign, created by SBS’s marketing team, will run across television, SBS On Demand, online, social media, outdoor and print and leans on the multicultural character of SBS’s audience and the ability of football to bring cultures together.
SBS director of marketing Jane Palfreyman said: “We’re incredibly proud of this campaign. It connects directly with audiences in-language and shows the common humanity among fans of the game. It’s fun, it’s inclusive and it authentically reflects contemporary Australia. We couldn’t be prouder to be the home of the World Cup.”
The campaign is spearheaded by a 45 second hero spot that features vibrant images of football fans of different backgrounds gathered with family and friends, mid-reaction, as they watch their team play. Super slow motion close-up videos of fans experience the action evokes feelings of anticipation, hope, heartbreak and pride, bringing the ‘We All Speak Football’ concept to life.
The campaign also features a number of shorter 30 second spots honing in on the experience of one fan culture, such as one spot centering of the fan experience of Saudi-Arabian Australian Khaled, narrated in Arabic.
One of the OOH executions
The campaign, which will also run across OOH media placements, targets football fanatics, sports fans, multicultural and multilingual communities, and social viewers who want to participate in the excitement and feel part of the global conversation.
Another example of the OOH execution
Credits
SBS
Marketing
Director of Marketing – Jane Palfreyman
Head of Group Marketing – Uma Oldham
Marketing Manager – Novy Wong
Campaign Manager – Nikki Esfahani
Digital Strategist – Maike Zylowski
Marketing Coordinator – Sean Young
CRM Manager – Lily Ma
Email Campaign Specialist – Rada Jenpattanakul
Digital Strategy Lead – James Koefoed
Creatives
Head of Creative – Joel Noble
Creative Manager – Megan Brown
Producer – Janet Arida / Alex Watson
Ben Skinner – Senior Creative
Alison Hastie – Senior Designer
Christopher Johns – Motion Designer
Cathy Vu – Senior Creative
Seamus Cloonan – Senior Creative
Catalina del Pilar – Designer
Bruce Dale – Audio Engineer
Ayln Mykas – Post Production editor
Publicity
Head of Publicity – Jo’an Papadopoulos
Publicity Manager – Milly Palmer
Communications Specialist – Nikki Gunnis
Social Media
Head of Social – Sean O’Byrne
Social Media Platforms Manager – Jenna Bardwell / Alex Potter
Social Content Editor – Alyssa Braithwaite
Social Video/Content Producer – Taylor McMullen / Mikaela Atallah / Karen Okuda
Media Planning & Analytics
Head of Marketing Performance & Planning – Chris Page
Senior Manager Media Planning & Analytics – Ozgun Aslan
Media Planning & Analytics Manager – Craig Kirkman
Senior Scheduler – Callum Clyde-Smith
Agencies
Creative Agency – Good Viking
Media agency – Zenith
Production Company – The Incredible Production Collective
Campaign Shoot
Director/ Creative– Ben Skinner (SBS)
Producer– Sam Allison
Production Co-Ordinator– Tracey Gwyther
1st Assistant Director– Darin Berlin
Dop– Tony Luu
1st Ac / Data– Anthony Pawley
2nd Ac– Chris Whaite
Phantom Op– Andrew Collier
Gaffer – Pete Hagan
Lighting Assist– Gavin Henley
Lighting Assist– Troy Pym
Grip– Mark Abraham (Moose)
Grip Assist– Scott Parsons
Stills Photographer– Nicholas Wilson
Stills Assist– Mark Wilson
Stills Assist– Joey Clark
Art Director/ Stylist – Ruth Levi
Art Dept/ Standby Props – Steve Tomic
Art Dept Assistant – Arky Cleverly
Make Up– Julie Tattam
Make Up Assist– Leora Bekk
Make Up Assist– Rebecca Russell
Wardrobe/ Stylist– Lauren Boutros
Wardrobe Assist– Harriet Hall
Unit Manager– Steve Dyer
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