Draw Ceremony

The Challenge:
While working with KOJO I was brought in to Develop Pitchable Creative Strategy, Concepts and Creative Development. KOJO then successfully pitched for and implemented the FIFA WWC23 Draw Ceremony at the Aotea Center in Aukland, New Zealand.
The RFP was comprehensive, spanning technical, creative, and financial capability, and was broken into four phases of guest experience; The Arrival, Welcome Party, Draw Ceremony (including the technical Draw Procedure), and After Party all of which would need to be broadcast live around the world.

The Solution:
By putting the guest, and at-home audience experience at the heart of our decision-making, we were able to win the RFP and deliver an entertaining and seamless Draw Ceremony.

The Idea:
To maintain consistency between the Draw Ceremony and the rest of the tournament, we took creative inspiration from the FIFA WWC23 brand position of ‘Beyond Greatness.’ This approach acknowledged the historic moment in women’s sport and provided an inspirational legacy for aspiring female athletes in the future.

With the tournament hosted in Australia and New Zealand, we leaned into this cultural moment in women's sport to also emphasise the shared traditions of Måori and Indigenous cultures through the FIFA WWC23 Visual Identity and also through guest experiences. This included using local Iwi hosts and shared cultural performances that welcomed and entertained guests throughout the event.