80% of the world’s adolescent population is not getting sufficient exercise.

That’s around 1.040.000.000 kids. So FIFA and WHO partnered to highlight the importance of physical activity for kids, during the 2023 Football WorldCup.

The world's biggest sports event might overshadow the intents of an educational campaign so we designed an entertaining integrated action that started online and ended inside the stadiums and outside in fan zones. It reached millions around the world and got fans, players and kids performing goal celebration dances that got them moving wherever they were and whatever they were football fans or not.

Exploring youth culture we found an unexpected connection between video games, movement and football: Goal Celebrations.

Dancing to celebrate is something deeply intertwined in pretty much every culture in the world. Dancing to celebrate a goal has become a trademark of many players and teams.

1 month before the start of the WC 2023 - We started with an online video that asked kids from each competing nation to create a new goal celebration dance and then challenge their favorite player to perform it online and on the pitch if they scored.

The different social videos and UGC both from the audience and the players responding to the challenge were edited and shown in the stadiums, during each of the 64 games of the tournement. The audience from both teams were challenged to dance the

1 month before the start of the WC 2023 - We started with an online video that asked kids from each competing nation to create a new goal celebration dance and then challenge their favorite player to perform it online and on the pitch if they scored.

The different social videos and UGC both from the audience and the players responding to the challenge were edited and shown in the stadiums, during each of the 64 games of the tournement. The audience from both teams were challenged to dance the moves kids had created. Outside in the fan zone areas, promoters also challenged the crowds to perform the dances from each nation.

The campaign and live events went on till the end of the WC 2023

1 month before the start of the WC 2023 - We started with an online video that asked kids from each competing nation to create a new goal celebration dance and then challenge their favorite player to perform it online and on the pitch if they scored.

The different social videos and UGC both from the audience and the players responding to the challenge were edited and shown in the stadiums, during each of the 64 games of the tournement. The audience from both teams were challenged to dance the moves kids had created. Outside in the fan zone areas, promoters also challenged the crowds to perform the dances from each nation.

The campaign and live events went on till the end of the WC 2023

The campaign reached 1,6 Billion; generated 1699 pieces of content; had an overall engagement of 1,7 Million.

Reach: 31.8M + 297% than planned

Impressions: 94,4M + 90% than planned

Clicks: 696,4K + 687% than planned

Video views: 5.6M + 105% than planned