HHCL vignettes show World Cup audience Fifa's role in football

HHCL & Partners has created a series of vignettes for Fifa, which will run on the TV networks that are covering the World Cup.

The "Keeping football flowing

work is designed to tell viewers about Fifa's role in world football. The five vignettes focus on its work to develop the game, uphold standards, educate and encouraging inclusion.

The campaign, which broadcasters can programme in as they wish, will run as seven-second idents and 17-second ads. There will also be 30- and 60-second spots made up of two or more of the vignettes, which are based on the game "Keepy Uppy".

HHCL's executive creative director, Steve Henry, said: "We wanted to capitalise on the public's appetite for watching people juggling the ball among themselves and passing it on without letting it touch the ground, therefore keeping the ball in the game and connecting the world's football community."

The spots will run in six languages, and will air on Fifa's website and on stadia screens in Korea during the tournament. The campaign was art directed by Jay Pond-Jones, written by Tom Wnek and directed by Dominic Leung through Independent.