PROCTER AND GAMBLE 2014 SOCCER WORLD CUP VIDEO CAMPAIGN
THE CHALLENGE
For the 2014 Soccer World Cup in Brazil, P&G needed a unifying campaign across the Americas that tapped into the passion of fans while staying true to its global brand promise. The challenge: stand out in the noise of the world’s biggest sporting event with work that felt both culturally authentic and universally resonant.
THE IDEA
We created More Than Ready—a campaign built on the insight that no matter how prepared you think you are, nothing gets you ready for the World Cup in Brazil. Featuring the Mexican national team coach and iconic South American fan culture, the campaign linked the emotional intensity of soccer with P&G’s promise of helping people get ready for whatever life throws at them.
CALL TO ARMS VIDEO
CASE STUDY VIDEO
GILLETTE VIDEO
ARIEL VIDEO
HEAD AND SHOULDERS VIDEO
RESULTS
The campaign generated 38M video views and 7M earned media impressions in just two months, while drawing praise from fans and celebrities alike. It dramatically elevated P&G’s visibility and relevance during the tournament.
ROLE
As a Sr. Art Director, I helped lead the creative team in developing and pitching the concept, collaborating directly with Grey’s Global Creative Chairman to refine the work. I helped guide the team to strike a balance between cultural authenticity and global brand alignment.