During the FIFA WC2022, Hyundai set a goal to do something different compared to the many sponsors.

Instead of drawing attention to our products and selling more, Hyundai redirected the world's attention to making less: ​​​​​less CO2. Less Waste.

To achieve that, Hyundai kicked off the "Goal of the Century" campaign with the goal of uniting the world for sustainability. Therefore, we worked with global influencers who asked people worldwide to join their sustainable pledges and make the world more sustainable for all of us.

Hyundai and its team of influencers (Team Century) decided to inspire people to score greater goals for the good of the planet. With the help of football legend Steven Gerrard, global pop sensation BTS and others, Hyundai asked fans around the world to join our sustainable pledges, and the global community showed up! 14.5 million people engaged in our pledges! Together, we planted thousands of trees, used global music for sustainability, collected trash, and designed a recyclable museum. We even built an electric vehicle infrastructure on the ground and provided the largest EV fleet in World Cup history.

We used the power of football and Hyundai’s FIFA partnership to shift the focus off the pitch and onto our planet – with the core message of a united world for sustainability. We entered the biggest football stage to address fans, to raise awareness for sustainability, as well as reach out to “sustainable socials” to raise awareness for Hyundai's sustainability efforts and agenda. The campaign was amplified by a diverse media mix and our Team Century members – a multi-cultural group of ambassadors including Steven Gerrard, and BTS – who engaged with their communities and made people connect while spreading our message on global TV, interviews, editorials and on social media. Moreover, we not only raised awareness but also set proof points with a partnership with Common Goal pledging 1% of Hyundai's FIFA World Cup sponsorship fee to drive social change through football and brought numerous sustainable projects to life.

Launched on global Earth Day, 22nd April 2022, this campaign utilized TVC, digital OOH (i.a. Piccadilly Circus), Promotion, Events, Experiental, Print, cooperations and various social and digital channels to reach audiences all across the world. Featuring Team Century Captain Steven Gerrard, the campaign continued until the final whistle of the FWC in December. Team Century members were actively involved in multiple activations, each uniquely promoted through social and digital communications. The campaign smartly leveraged its influential team members to amplify reach and engagement, seamlessly integrating traditional and digital media for maximum impact.

Instead of running cookie-cutter ads, driving sales, and increasing market share, Hyundai launched the "Goal of the Century" campaign with a goal to decrease emissions and increase the well-being of our planet.

Football fans, environmental activists and people who are just passionate about the future of our planet joined in on our campaign. 14.5 million people engaged in our sustainable pledges, whether it was going vegan, joining a plogging run or helping Steven Gerrard plant thousands of trees to support the reforestation project in England. Team Century captain Steven Gerrard alone generated 79.6 million USD in PR value. The total PR value stemming from all Team Century members was about 205,8 million USD. The Goal of the Century campaign itself generated a total of 340 billion in reach, with a social reach of about 2 billion and more than 11 million social engagements.