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FFFootball — Cog World Cup


Whether you love it or loathe it, you can’t avoid the FIFA World Cup coming back every fourth summer. London agency Cog Design have chosen to embrace the occasion by inviting clients, peers and other members of the design community to join in their 2014 sweepstake (including us).

“We know that the World Cup isn’t a big occasion for many of our clients, so our challenge was to do something creative enough to engage the non-football fans amongst them as much as the ones that would be following the competition anyway.”

Rather than simply allocating their entrants to a nation and forgetting all about it until the final in July, Cog have created their own competition to run in parallel with the main event. In ‘Cog’s sweepstake the organisations involved are referred to as ‘teams’ in themselves, and an overarching early-twentieth-century aesthetic has been created to give the competition it’s own look and feel.




A cursory glance at the in-game Twitter commentary or fixtures & results posted on the , national teams appear to have been disregarded entirely – a closer look at the series of short, black & white films on Cog’s account reveal the draw and team allocation ‘as it happened’ – selecting numbered balls from a velvet bag and chalking-up the pairings on to a board – all to a catchy, Brazilian soundtrack.

32 ‘collectable captain cards’ were introduced during the draw to form the key visual hook of the campaign. Reminiscent of early cigarette cards, they include all of the period features you’d expect – hand painted kits, graduated background tints and, of course, a de-saturated mug-shot of the ‘player’. Some are even embellished with outrageous hairstyles, beards and ‘taches, based on infamous styles of players past and present. A ‘reverse-side’ to the cards also feature on the , profiling the entrant in a light-hearted, football-related manner. Cog have also used ‘referee cards’ throughout the campaign, as a way of introducing their team members to the project.


“We ran a similar sweepstake for the 2010 World Cup, and it proved to be very popular. We’ve really expanded on what we did four-years ago, the introduction of lots of hand-rendered elements have added a real charm to the project, and the period-style does a great job of making it all feel different to the coverage of the ‘real’ competition that will saturate the market elsewhere.”

Additional to the prize for overall winner, a spinkling of others are keeping everyone interested – there’s a spot the ball competition, best goal celebration and a prize for the most ‘supporters’ who can join by clicking a button on the appropriate profile page. Cog have even started to allocate the knocked-out ‘captains’ to the ones that are still in the competition, keen to keep as many players as possible still in the running.


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Have your say

    9th Jul 2014
    3:09 pm
  1. Pretty poor attempt at linkbaiting.

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