A very big brief

1. A very big brief World Cup Brief 2010 For The Design Conspiracy

2. welcome • <cough> WELCOME. I wish I could be there with you in person, but alas, no. Just a few things before we start. This is the biggest brief any of us will ever work on; Coke might come in at number 2, and the Catholic Church at 3, but this is the daddy. • For a brief time the eyes of the world will be cast on this event. If we do our work well we can focus that attention and give it direction, perhaps even help create something that will last beyond the event itself. • So, no pressure then, simply time to bring out the big match temperament. And also to have fun & enjoy it, because that’s kinda the point too <read on>. The Design Conspiracy:Inspiring start.

3. what is this brief for? • This brief defines the unifying theme for Africa 2010. • This is intended to give the event the sharp focus it requires. A strong creative expression will give that massive amplification. • The work will be a consistent feature through all communications channels and at each point before, within and around the tournament. This includes, but won’t be limited to; the tournament logo, the opening ceremony, branding the stadiums and the cities, uniforms, transport, the website, a massive range of merchandising etc. • The initial requirement for this brief is a logo, a creative theme and a sense of how this theme will travel in it’s different formats, plus any further ideas that reinforce the brief.

4. about Africa & the role of the World Cup • Africa, is a continent like no other. It’s varied, vibrant and full of life, colour and sound. Unfortunately it’s also a place of poverty, disease, war and corruption. Most of the world has long since come to judgement on Africa. They’ve decided it’s hopeless – in the literal sense of the word – and therefore not worthy of their attention or efforts to help. This becomes a self-fulfilling prophecy. • A massive jolt is required to disrupt this pattern. This tournament, World Cup 2012, will provide that jolt. It will be the event through which the African people re-evaluate their own worth and through which the rest of the world re-evaluates their opinion of Africa. • From that point a whole range of activity will be undertaken to convert that positive feeling into lasting action. The 2010 World Cup will be a spectacular football occasion that befits any World Cup, uniquely, it will also be a trojan horse for improving a continent’s health. The Design Conspiracy:Arghh!Too many words!

5. the role of communications • -To change the perceptions of the world outside Africa • -To change the way some African people think about themselves • the current perception; • Africa is a place of poverty where people die needlessly • the perception to create (the proposition); • Africa is a place bursting with life • Supported by; • A jaw dropping celebration of football in the World Cup 2010 • All the positive initiatives happening right now to improve Africa. The success stories of good governance, aid programs etc. • The energy and vibrancy of the people as evident in their outlook on life, their cultures, their social rituals, their dance, their art, their theatre etc. • notes • The term ‘World Cup’ has near universal understanding, therefore consider whether the logo needs to contain the usual visual representations of something to do with football. Equally lets try to portray Africa beyond the usual, expected representations. The Design Conspiracy:Where are the pictures?

6. further ideas • The ‘Star’ of each competing countries team (e.g. Wayne Rooney etc.) undertakes to do a month tour of an African country, recording what they find in weblogs and producing special documentaries to be aired in the run-up to the tournament. • A community of blogs that are set up, each linked to a particular development project happening in Africa. They write about their day-to-day and answer questions about their country. Readers will also be able to donate via the sites to support the project themselves. • ‘Pen-pal’ project; kids in Africa who are online are matched tp pen pals elsewhere to encourage learning/understanding both ways. • Ban the rock stars. Rock stars are tied up so they can’t sing or attend the event. Perhaps even do a ‘slave auction’ of them – get to have Bob Geldorf making you tea and cleaning your home if you pay enough.

7. thanks • Sorry the budget didn’t run to pictures. The Design Conspiracy:This is a presentation not a script. The content may be good but as a presentation this has failed. We know the ‘budget / pictures’ comment was a joke, but it’s poor really. Pictures are really important. Keep the text short and relevant. This is not inspiring.