HOWLER

MAGAZINE

​

2022 WORLD CUP BRAND ACTION

The 2022 World Cup was steeped in controversy, including allegations of corruption against FIFA, its governing body, and documented human rights violations and mistreatment of women in the host country, Qatar. Fan and marketer boycotts made it difficult to enjoy this edition of the globe's most popular tournament. How can one justify watching the World Cup while staying true to their values?

For soccer magazine HOWLER, instead of creating an ad, we propose creating a band: Group of Death, a death metal band taking FIFA to task over its corruption and the various controversies surrounding the 2022 World Cup, with four face-melting anthems as a way to drive awareness of these issues as well as raise money for a good cause.​ HOWLER created merchandise for sale with 100% of the proceeds going to Soccer Without Borders' All-Girls program. 

​

Sometimes, raising a little hell is the best way to raise a lot of awareness.​

​

​

​