Campaign details

Agency: Proximity London

The World Cup fuels billions of passionate online interactions.

But the noise is as much a challenge as an opportunity, particularly for a brand like The Economist.

Without a reputation for traditional sports coverage, they needed a fresh angle to gain cut-through.


The Economist identified the World Cup as a unique opportunity to place the brand at the heart of a major global event.

To find a fresh angle, The Economist sought to unlock a tension that made them relevant, in order to build brand awareness among an unfamiliar audience.

During the World Cup, whilst the rest of the world was giving a hot-take on the football, they would offer a twist on the expected to offer a genuinely deeper insight.

The Economist gave their unique global perspective on what was really going on within each of the participating nations - the minute the matches finished.