Rather than making a traditional ad, the broadcaster modernised a centuries-old tradition with an embroidered tapestry animation.
Every frame of the ad was individually embroidered, illustrating iconic moments from previous World Cups and drawing influence from Russian tapestries.
Additionally an actual seven-metre long tapestry will be displayed at a museum in the UK, expanding with moments from this year’s tournament and living on as a historical record of the World Cup.
Credits
Client: BBC Sport
Portfolio head of marketing: James Parry
Marketing manager: John Sprott
Marketing executive: Helen Worsey
Campaign planner: David Wheadon
Media portfolio lead: Marc Jones
Agency: BBC Creative
Executive creative directors: Aidan McClure, Laurent Simon
Creative directors: Tim Jones, James Cross
Creatives: Edward Usher, Xander Hart
Producer: Liz Dolan
Project manager: Loretta Ramkissoon
Production coordinator: Emma Hamilton
Head of planning: Mike Lean
Production company: Blinkink
Director: Nicos Livesey
Producer: Alex Halley
Executive producer: Bart Yates
Designer: Luke Carpenter
BBC Creative head of design: Laurence Honderick
Soundtrack composer: Alex Baranowski
Vocals: Sir John Tomlinson
Sound design: Factory
Sound design & mix: Mark Hills, Anthony Moore
Audio producer: Lucy Spong
Colour grade: Freefolk
Colourist: Duncan Russell
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