Football's Hidden Story

Client: FIFA

Brief: To come up with a global campaign that could deliver positive messaging about FIFA and its involvement in developing the game away from the World Cup and reflecting FIFA’s values.

Execution: CAN developed the Football’s Hidden Story (FHS) concept based on telling stories of real people and projects where football is being used as a force for good. Working with  FIFA we found they are involved  in a wide range of fascinating projects on a global basis that no one really knows about. FHS has been developed into a global broadcast/media campaign with coordinated PR. The series is 26 x 3-4 minute feature stories available to all broadcasters worldwide, free of charge. They also come with a broadcaster toolkit to customise into a broadcaster’s programming. PR  includes syndicated story packages with stills and other additional background information. The production involves a dedicated research team, filming across every continent in HD, editing and delivery of 26 programmes.

Results: Custom built digital delivery platform for broadcasters and journalists to view and download broadcast quality footage, stills and other documentation. All FIFA’s rights holder broadcasters signed up to site.  Approximately 100 other broadcasters signed up or receiving footage.

"The material that you guys sent was fantastic - one of the best" James Pratt, Producer, Sportsworld, Al Jazeera English September 2007

"Thank you so much for providing us with this beautifully-produced series. The third story is timely as it fits Team China's match schedule in the Women's World Cup. The standard of production is high and consistent with the previous two stories." CCTV 9 in China: September 2007