THE BRIEF

To help a China smartphone brand - vivo, bring its brand and phone launch to the world stage, FIFA world cup 2018.

THE IDEA

The team came up with the big idea - “Unlock the Extraordinary”. It includes a brand TVC, a series of 6 print ads, and digital content launching in China, followed by a global roll-out across markets with vivo’s presence.

The campaign draws upon the belief that deep inside everyone is a piece of extraordinary, waiting to be seen; and that vivo can help unearth that with its suite of cutting-edge technology. And no occasion is more apt to demonstrate this than the FIFA World Cup, where extraordinary happens in abundance, be it on or off the pitch.

THE EXECUTION

Adopting a different strategy to other FIFA World Cup sponsors, vivo targeted both fans and non-fans of football by empowering everyone to showcase their inner talent, whether they are on and off the pitch.

In the TVC “Pep talk”, we see characters from different walks of life smartly utilizing the different functions of vivo smartphones to prepare for the biggest show of their lives; all leading towards the opening ceremony in Russia and strung seamlessly together via a stirring pre-game pep talk. With vivo, the FIFA World Cup is the stage for everyone to unleash their extraordinary talent.

The campaign has also called upon Chinese Master Calligrapher Fung Siu-Wah to inscribe the Chinese campaign line “非凡吧！ 这是你的时刻”.

Other than the global TVC and print ads, we’ve also partnered with Chris Edser, an Australian illustrator, to create a set of social contents featuring vivo’s brand ambassadors.