How the FIFA World Cup Took Over London’s Streets with Bus Advertising
Football Fever That Moved Through the City
Few events bring people together quite like the FIFA World Cup. When the organisers wanted to spread that spirit throughout London, the goal was clear: the message had to be bold, highly visible, and impossible to ignore. That is exactly what we set out to achieve.
Our task was to energise the capital with the essence of the tournament. Instead of relying solely on screens, we chose the city itself as our canvas. The result was a powerful bus advertising campaign across London’s streets, ensuring football fever travelled far and wide.
A Global Symbol on a Local Stage
We began by supporting the global reveal of the Qatar 2022 emblem. Influencer content played a key role, with our in-house insights team selecting leading voices in the football world to share the message in ways that felt authentic to their audiences.
The excitement started online and quickly spread. Once the energy built up digitally, we shifted gears and brought the momentum into the streets of London.
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Wrapping Buses, Building Buzz
To make a lasting impression, we focused on full creative coverage. Double-decker wraps, bus sides, and rear panels were used throughout the capital, each design centred on the joy and inclusivity of the tournament.
Key features included:
- La’eeb, the 2022 mascot, proudly displayed
- The slogan “Now is All”, encouraging people to live the moment
- Global football stars woven into the creative, instantly familiar to fans
These moving displays became mobile murals, turning heads and building anticipation throughout the city.
Targeting a City on the Move
Buses in London are more than vehicles. They are part of daily life, connecting boroughs and serving as recognisable symbols of the city. This campaign made full use of that visibility.
From central hotspots like Oxford Street to the early rush in Shoreditch, the message travelled wherever people did. Each journey became a new opportunity to engage Londoners and visitors alike.
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What This Achieved
The campaign did more than deliver media impressions. It became part of the city’s environment. Photos were shared, conversations began, and a sense of build-up grew throughout the capital.
With carefully chosen placements, impactful visuals, and a city ready to engage, the World Cup message reached people in a way that felt natural and powerful.