FIFA World Cup Trophy Tour 2022

World Cup Trophy Stop, Coca-Cola Activation
LA LIVE, Los Angeles, CA

As part of the hype building events that precede the world cup, the Coca-Cola FIFA Trophy Tour is definitely one of the biggest.

A private jet flies around the world taking the trophy to every country that will be participating in the World Cup that year. The last stops are reserved for the next world cup’s hosts, in this case, the United States. The first stop in the US was Los Angeles, and LNL Agency was commissioned with the entire run of show. Our job as creative lead was to ensure everyone involved (Celebrities, Corporate VIPs, Partners, and General Public) had the best possible experience.

This was a titanic effort that began months earlier in LA, with a creative meeting with Coca-Cola leaders where we were briefed with all the requirements for the event. 3 different locations, more than 7500 attendees, lots of logistic challenges that required us to be creative in more ways than usual. We wanted to keep guests entertained, but also have a constant flow so the thousands of attendees could see the trophy, enjoy the several activities and go back home with an unforgettable experience.

To minimize the room for error, we had to actually model the entire LA Live Plaza, with the surrounding buildings and all the necessary details to ensure the guest journey was impeccable. That precise planning and design allowed the LNL team to build the entire activation in 36 hours and then perform a flawless execution.

We can’t say that being from a Soccer fandom country like Colombia didn’t help us understand this event a bit better. In any case, it was bigger than almost any other event we had been in charge of, so nothing could have prepared us. The good news is we definitely enjoyed being part of the event. Like always, it was a huge success and thousands of people in LA got to see the trophy before it made the last stops, Lionel Messi’s hands being the last one 😉