World Cup Campaign
Project Overview
The World Cup campaign was created to deliver a large range of content across different markets and channels during the tournament.
Starting from the original Qatar World Cup creative direction, I developed a visual system that could be adapted to different countries while keeping a clear and consistent Betway look.
The designs combined local colours, cultural references and football imagery, creating country-specific assets that could be easily adapted across campaigns and marketing offers.
30+ Templates Created
〰️
100+ Unique Assets Delivered
〰️
2,700+ Marketing Offers Delivered
30+ Templates Created 〰️ 100+ Unique Assets Delivered 〰️ 2,700+ Marketing Offers Delivered
Research, Assets & Toolkit
The project required a large amount of content within a tight timeline, so the first step was to research the different markets and collect the visual elements needed for each country.
I explored colours, shapes and geographic references to create a set of patterns and graphic elements that could give each market its own identity while still feeling part of the same campaign.
The final toolkit included country-specific kits, crests, graphic patterns, marketing assets and social content, creating a flexible system that could be adapted across different formats.
Apple Store &
Google Play
As part of the campaign, I also worked with the UA and Affiliates teams to create content for Apple Store and Google Play.
This included Custom Product Pages, In-App Events and other platform-specific assets, adapting the campaign visual language to each platform.
The aim was to create a consistent experience across different touchpoints while giving each format the right content and messaging.
Dynamic Content.
The campaign also included a range of dynamic content that could change depending on the market, audience or offer.
This included dynamic landing pages, live odds HTML banners for affiliates and customised email templates.
Using tools such as Bannerflow and Movable Ink, we were able to create flexible content that could be updated and adapted quickly, helping the campaign stay relevant across different audiences and markets.
Global campaign. Local execution.
The result was a flexible creative system that allowed Betway to produce a high volume of localised content while keeping a consistent visual identity throughout the World Cup campaign.