There is no sporting event more epic than the world gathering to play a game of soccer. The 18th World Cup also marks the first time the tournament will be held in Africa. The “One Game Changes Everything” campaign is a collaboration with South African artists AM I Collective to create 33 pieces of original artwork—one for each participating country—to pay tribute to this momentous and historic occasion.

To showcase all 33 pieces of art in one place and give fans a keepsake, we created an “advent calendar-esque” execution to be tipped in to magazines. In addition to print, digital and live events, the campaign also includes a series of spots which tell distinct stories all rooted in the campaign tagline, “One Game Changes Everything.”