Brazil 2014: FIFA releases three animated shorts to improve football's image

FIFA (Fédération Internationale de Football Association) launched a TV ad campaign called Elements on 07/06/2014. The campaign, aired by the holders of FIFA's media rights for the 2014 World Cup in Brazil (from 12/06 to 13/07/2014), aims to promote the development of world football and fight against discrimination and corruption.

"This huge platform gives FIFA an amazing opportunity to speak to a global audience,” said FIFA director of communications & public affairs Walter De Gregorio. “And we wanted to use this platform in the right way - to tell the world there can be no place for discrimination of any kind in football, or in society, and to raise awareness around the threat of match manipulation."

The three videos are made with stop-motion animation and deliver messages that are simple and accessible. The Elements campaign was produced by the London advertising agency Klein & Sons with the Dutch animator Rogier Wieland.

• As part of their contracts for World Cup media rights, broadcasters must show FIFA's institutional and social spots.
  • The videos are broadcast in France on…