World Athletics x FIFA World Cup

Aim

Engagement with World Athletics’ social always slumped during international football tournaments. So we needed to find a way to engage football fans with athletics during the 2022 FIFA World Cup.

Insight

By focusing on the incredible feats of athleticism taking place on the pitch in Qatar we transformed the World Cup into a running meet starring the world’s greatest footballers.

Approach

Using FIFA post-match data and some cool retro 8-bit animation we showed fans which stars and teams ran the furthest and fastest every match.

Results

World Athletics’ social saw some of its highest ever engagement rates during the World Cup thanks to our innovative activation.