Wieden + Kennedy New York’s latest World Cup spot is a welcome departure from their previous World Cup work, foregoing focusing directly on the on-field action in lieu of the conversations and connections among fans sparked by the World Cup, leading into the “Every Four Years” tagline.
The new 30-second spot, called “Global Issues,” follows a linear conversation between soccer fans from diverse backgrounds. “Global Issues” stars real soccer enthusiasts — including a German butcher, an Italian barber, and a cab driver from the Ivory Coast, who support a vast array of teams, but all reside in the U.S. It’s a clever direction, executed well thanks largely to the precision editing, from editorial company Final Cut, necessary to pull off such an approach, and illustrates the excitement leading up to the World Cup well.
Wieden + Kennedy New York also debuted eight of its 32 original World Cup posters for ESPN, designed by Brazilian artist and graphic designer Cristiano Siqueira. Each features a likeness of key players and stories from the featured country competing in the 2014 FIFA World Cup. Stick around after the jump for a look at several of these posters, as well as campaign credits. 
Credits:
TV SPOT: Global Issues :30
CLIENT: ESPN
PROJECT NAME: WORLD CUP 2014
CLIENT CONTACT: Seth Ader, Bryan McAleer, Brendan Gillen, Tomas Ferraro
LAUNCH DATE 4/28/14
DURATION OF CAMPAIGN: 10 Weeks
W+K NEW YORK
Creative Directors: Brandon Henderson, Stuart Jennings, Gary Van Dzura, Caleb Jensen
Art Director: NJ Placentra
Copywriter: Alex Ledford
Producer: Luiza Naritomi
Executive Producer: Temma Shoaf
Account Team: Casey Bernard, Katie Hoak, Alex Scaros
PRODUCTION
Production Company: Imperial Woodpecker
Director: Stacy Wall
Executive Producer: Doug Halbert
Line Producer: Terry Shafirov
Director of Photography: Corey Walter
EDITORIAL
Editorial Company: Final Cut
Editor: Jeff Buchanan
Assistant Editor: Geoff Hastings
Post Producer: Beth Fitzpatrick
VFX
VFX Company: MPC
Senior Producer: Matthew Loranger
Lead Flame Artist/Creative Director: Gigi Ng
MIX
Mix Company: Heard City
Mixer: Philip Loeb
Producer: Sasha Awn
Murals
CLIENT: ESPN
PROJECT NAME: 2014 World Cup
FORMAT: Print/Digital/OOH
CLIENT CONTACT: Seth Ader, Bryan McAleer, Brendan Gillen, Tomas Ferraro
LAUNCH DATE 5/2/14 (First 8), Remaining TBD
DURATION OF CAMPAIGN: 5/2/14 – 7/13/14
WIEDEN+KENNEDY NEW YORK
Executive Creative Director: Susan Hoffman
Creative Directors: Brandon Henderson, Caleb Jensen
Art Director/Designer: Mathieu Zarbatany
Typographer + Typeface: Chris Kelsch
Graphic Designer: Ben Clark
Illustrator: Cristiano Siqueira
Account Team: Casey Bernard, Alex Scaros
Project Manager: Amanda Nelson, Erin Bremmer
Art Buyer: Michelle Chant, Julia Parris
Print Producer: Kristen Althoff
Business Affairs: Lisa Quintela
Brand Strategist: Thomas Haslow