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SBS launches multilingual World Cup campaign

Technology & Data

SBS launches multilingual World Cup campaign


SBS has announced the launch of its 2010 FIFA World Cup advertising campaign, which it says will not only be multiplatform, but also multilingual.

The campaign, developed by US Sydney, aims to highlight the global appeal of the event.

A series of 15-second vignettes that feature the biggest fan from each World Cup participating nation telling their story in the language of their nation (with subtitles for languages other than English) will begin airing on SBS ONE and SBS TWO.

“The FIFA World Cup attracts the most passionate sporting fans in the global community and we’re excited by this campaign because it tells the stories of fans while also educating and exciting viewers about the game, the countries participating and the tournament itself. The campaign is an effective vehicle for multicultural marketing,” said SBS director of marketing, Jacquie Riddell.

Executive creative director for US Sydney Josh Moore indicated that the agency spent five months identifying and locating ‘the world’s biggest football fans’ for the campaign.

“This has been an important project to really highlight how football unites people across the world and I’m happy to say the result is truly beautiful,” explained Moore.

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