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Welcoming World Cup football to Africa Design brief – South Africa 2010

Welcoming World Cup football to Africa Design brief – South Africa 2010

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Page 1: Welcoming World Cup football to Africa Design brief – South Africa 2010

Welcoming World Cup football to Africa

Design brief – South Africa 2010

Page 2: Welcoming World Cup football to Africa Design brief – South Africa 2010

Am I so round with you as you with me,

That like a football you do spurn me thus?

You spurn me hence, and he will spurn me hither:

If I last in this service, you must case me in leather.

Shakespeare, A Comedy of Errors (Act II Scene 1)

Page 3: Welcoming World Cup football to Africa Design brief – South Africa 2010

From Sino-Shakespheran tradition to South Africa

• A game first played by the Chinese around 2 BC (Han dynasty)

• First known quote was from Shakespeare’s A comedy of errors

• Jules Rimet, the FIFA president then made the first world cup possible, 1928 in Uruguay

• Italy are the holders (2006)• South Africa become the first African nation to

host a world cup final, in 2010

Page 4: Welcoming World Cup football to Africa Design brief – South Africa 2010

The 6S of football

• Football is dependent on 6S factors

– Strength

– Sweat

– Skill

– Strategy

– Spectator power

– Star power

The Design Conspiracy: Hold on a minute. You’ve lost us a bit. The Shakespeare quote was unnecessary but interesting so we stuck with it, same with the last slide and this one. But all three in a row? Too much, too confusing.

The Design Conspiracy: Hold on a minute. You’ve lost us a bit. The Shakespeare quote was unnecessary but interesting so we stuck with it, same with the last slide and this one. But all three in a row? Too much, too confusing.

Page 5: Welcoming World Cup football to Africa Design brief – South Africa 2010

Strength

• It is Stamina, endurance, the ability to be on the ball for near 2 hours of play

• And most importantly, the inner strength, conviction, courage and confidence

Page 6: Welcoming World Cup football to Africa Design brief – South Africa 2010

Sweat

• Hard work in the field, ability to keep fighting continually for 2 hours – without a break

• Ability to smell success from nowhere and to keep going beyond the one win at sight

Page 7: Welcoming World Cup football to Africa Design brief – South Africa 2010

Skill

• Expertise, the fluency of your game, the ability to open-up all the avenues possible

• Beating the opponent both in mind as well as on the field

The Design Conspiracy: You’re gonna take us through all six aren’t you?

The Design Conspiracy: You’re gonna take us through all six aren’t you?

Page 8: Welcoming World Cup football to Africa Design brief – South Africa 2010

Strategy

• Imagination, the game plan, the roadmap to

victory

• The team work and distribution of workload on

the field

Page 9: Welcoming World Cup football to Africa Design brief – South Africa 2010

Spectator power

• The catalyst to keep you going, the cheer, the

Mexican wave and the odd abuse from the

fans of the opposing camp, those rants and

rave reviews in the newspaper columns

Page 10: Welcoming World Cup football to Africa Design brief – South Africa 2010

Star power

• The 5S’s mentioned above combine to give

birth to stars in the team, the most valued

players / coaches / teams, a power horse

Page 11: Welcoming World Cup football to Africa Design brief – South Africa 2010

That was football for you, an eventful combination of 6 essential

S factors…

Now add another S to it, South Africa and that is World Cup

2010.

The Design Conspiracy: OK. You’ve used 11 slides and we still haven’t got anywhere really.

The S’s thing seemed off the point and there are better descriptions of the passion of football elsewhere.

The Design Conspiracy: OK. You’ve used 11 slides and we still haven’t got anywhere really.

The S’s thing seemed off the point and there are better descriptions of the passion of football elsewhere.

Page 12: Welcoming World Cup football to Africa Design brief – South Africa 2010

Proposition: EventFull Africa

The geography & the history of the continent combines with the

legacy of the great game of football to produce the greatest

event of 2010 in South Africa

The Design Conspiracy: This should have been slide two. Or even slide one.

The Design Conspiracy: This should have been slide two. Or even slide one.

Page 13: Welcoming World Cup football to Africa Design brief – South Africa 2010

Mascot: Impala – The antelope

Impala are among the most beautiful and graceful of the

antelopes. Exceedingly agile, they are capable of leaping more

than 10 m in a single bound. And they are unique to the African

continentWhy Impala?

•The Springbok would be an overkill

•We need a mascot that would add

local

flavor to the flair of the game of

football

•Be an unique respresentation of the

African culture.

A mascot that represents the

free sprit of Africa and that of

the game

Page 14: Welcoming World Cup football to Africa Design brief – South Africa 2010

Now what do we need?

• Translation of the proposition into

– A logo for the event

– A rendition of the mascot, Impala

– The marketing collaterals

– A short film curtain raiser

– The opening ceremony – Celebrating “EventFul Africa”

The Design Conspiracy: A list is good, but probably not here.

The eventual link with SA was good but should have been made sooner. The 6 S’s stuff could have made one good concise slide.

Too long and unfocused.

The Design Conspiracy: A list is good, but probably not here.

The eventual link with SA was good but should have been made sooner. The 6 S’s stuff could have made one good concise slide.

Too long and unfocused.