Print, digital and traditional media included more than 20 spots, as well as a creative toolkit that was customizable around the globe, for the 14-day programming event, highlighting 70 years of the best players, teams and moments. It ran in more than 160 territories outside the U.S. from May 28 - June 10.
“The key to History’s success lies in our ability to tell stories that resonate with audiences on a global scale,” said Moshe Laniado-Peleg, VP of creative international, A+E Networks. “Capitalizing on the excitement leading up to the World Cup, we saw a unique opportunity to get in front of this cultural moment and put our own imprint on the event.”
Working closely with the A+E Networks’ international marketing team, Troika developed and produced the project in-house from concept through execution, including writing, design, animation, editorial and finishing.
“We not only love working on large sports campaigns, we’re also fanatical football fans,” said Paul Brodie, managing creative director at Troika.
The agency benefited from the knowledge of its employees with international ties who brought diverse, global perspectives to a shared passion for the sport. Troika also incorporated its own custom research aimed at understanding fans and fandom.