Celebrate the rooted legacy and vibrant spirit of South American football at FIFA World Cup Qatar 2022™
- Brand Strategy & Development /
- Content /
- Creative Concepts & Development /
- Event Management /
- Experience Design /
- Hospitality /
- Market Evaluation /
- Pre-Event Data, Event Data, & Post-Event Reach /
- Production /
- Proof of Performance /
- Research & Insights /
- Social Media /
- Strategic Planning /
116k
Total visitors
4.4M
Social impressions
97%
of South Americans surveyed felt proud
The Challenge
Our challenge was to help create a more emotional and ownable brand connection to corporate feeling federation.
The SOLUTION
Driven by the insight that South American football culture is distinctively vibrant, passionate and bold we created the CONMEBOL “Tree of Dreams” a fan zone at the FIFA World Cup Qatar 2022™ to celebrate the rooted legacy of South American football.
With bright colours, shapes and textures that reflect the CONMEBOL nations, we constructed a vivid favela courtyard of museums and interactives, blending Warhol-esque artistry with superhero grandeur to lionize South America’s iconic players.
The monumental 30-ft Tree of Dreams stood at its core, encapsulating the rich history and deep-rooted connections that make South American players a beacon of global football. It became a revered rendezvous point, hosting monumental events like the Maradona anniversary celebration and providing fans with opportunities to meet football legends and dignitaries, including the FIFA president.
