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The Guardian 'World Cup' film

Agency: Wieden & Kennedy

Client: The Guardian and Observer

Wieden & Kennedy has created an integrated campaign to raise awareness of The Guardian and Observer's World Cup guides, wall-charts, match day programmes, daily podcast. minute-by-minute match reports and 32 sports bloggers from very competing nation around the world.

The agency has created a 30 second TV sport, which was launched at the start of the month, and it is also running on It will run for two weeks and is supported by a print campaign, digital escalator panels and other online activity.

Created by Ben Terrett, Rob Burleigh and David Stevens, the spot shows how the world can enjoy all of the footballing action any where at any time. The animation was created by rising Argentinean stars Peppermelon and the voiceover is provided by The Guardian Football Podcast presenter James Richardson.

Richard Furness, head of newspaper sales and marketing for The Guardian and Observer, said: "Our challenge was to demonstrate the sheer breadth of our brilliant football coverage: the World Cup package we have across all our platforms is second to none. The month of football ads, together with a strong set of press and digital executions, brilliantly demonstrates the depth of our football coverage by showing how an iconic World Cup moment ripples across the world via The Guardian and Observer journalism in all its forms."

W+K will be raising awareness for The Guardian and Observer's content on a daily basis all the way to July 11.

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