We were asked to create short and sharable content for Philips Hue to put out to followers during the 2014 FIFA World Cup.
Philips’ official sponsorship of the tournament ended in 2006, so any references to particular games had to be carefully crafted to avoid licensing and image rights issues. As a solution, we created highlights from eight of the tournament’s games using stop motion animation. At the end of each ‘action-replay’ we introduced stadium camera flashes and coloured lens-flares to give a nod to the Hue smart lighting system.
Each six-second animation replays the standout moment from its chosen match. The video above shows Mats Hummels header in Germany’s game against France. It can be compared with the game’s video footage below:
Most of all, reactivity and speed of turnaround determined the success of this campaign. Accordingly, each highlights animation had to be delivered and online within four hours of the final whistle. As it worked out, much of the content was online well within the timeframe – the Hummels goal animation uploaded actually before the final whistle.
The campaign delivered Philips its greatest social media interaction numbers for that year across Vine and Twitter.