MBD.
Brand Experience · Case study

FIFA World Cup Trophy Tour.

Coca-Cola & Octagon · Immersive activation & creative technology · Worldwide, 2022
The FIFA World Cup Trophy Tour: a journey across the world map
The work

Eighteen months in the planning: the original FIFA World Cup Trophy touring, for the first time ever, all 32 qualified nations.

MBD supported Octagon and Coca-Cola as they kicked off Phase 2 of the FIFA World Cup Trophy Tour, an immersive activation carried around the world under Coca-Cola's ‘Magic This Way’ banner. We brought creative concept and character design together with creative technology: a web platform, an AI platform, and Prinker tattoo machines putting the magic literally onto fans' skin.

The tour
Thirty-two nations. One trophy.

A journey at genuinely global scale: continent to continent, activation to activation, with the technology platform, prototyping and international delivery management holding it together from first city to last.

The Trophy Tour activation, panoramic view
The Trophy Tour activation on the ground
Fans at the FIFA World Cup Trophy Tour
The trophy on tour
The journey, shared
Magic, city by city.

Portugal to Spain to Croatia and on. Every touchdown became content, the tour narrating its own progress across social as it crossed continents.

Octagon APAC social post: the tour route across Europe
Octagon APAC social post: touching down on the fourth continent
Octagon APAC social post: the journey continues
What we delivered

Creative, technology, production and delivery, worldwide.

Creative

  • Creative concept & story
  • Character design
  • Creative & technology consultation

Technology

  • Web platform
  • AI platform
  • Prinker tattoo machines

Production

  • Technology platform build
  • Feasibility, prototyping & testing
  • Technology procurement
  • Support & maintenance

Delivery

  • Project management
  • International management
  • Contract management
Let's make it

This is what Experience Matters looks like.

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