How do you turn a major sponsorship into a global win when almost no one can attend the event?

The 2022 FIFA World Cup was supposed to be a massive global celebration.

Instead, it collided with a global pandemic — and a host country facing major human rights controversies.

For Kia, a lead tournament sponsor, the stakes were clear:
Find a way to activate global fandom — without the crowds, with less stadium energy, without ignoring the world outside.

Cheer From Anywhere

We flipped the script — and made World Cup fandom a global digital phenomenon.

Leveraging Kia’s ambassador Rafael Nadal, a roster of international influencers, and the energy of millions of fans stuck at home, we launched a social-led campaign built around one simple, powerful idea:
Even apart, we can cheer together.

Through a series of activations, we invited fans worldwide to send messages of hope, pride, and stoke to their national teams — creating a global wave of positivity that transcended borders and stadium walls.

The Result

The campaign delivered — and then some.

• 5x Kia’s typical engagement rates

• 97% positive sentiment across global markets

• Massive brand visibility at one of the world’s biggest sporting stages — even without full stadiums

We turned a potential liability into a powerful, unifying moment.
Because real fans show up — no matter where they are.

Creative Leads

Patrick Weishampel (CD), Matt Heindl (Social Strategy Director)