DECATHALON WORLD CUP TVC

The Problem

For the World Cup, Decathlon and Kipsta were launching a range of national team shirts for just €10.

The challenge was to make affordability feel exciting rather than cheap. The shirt wasn't really the story. What mattered was what wearing it gave you access to: the feeling of being part of the occasion.

There was also a production challenge. The same campaign needed to work across five different markets, each with its own team, supporters and version of the story.

The Idea

This Feeling for €10.

We focused the campaign on the unpredictable joy that comes with putting on your country's shirt during a World Cup. You might start watching the game at home, but once you're wearing the shirt, who knows where the night takes you?

Rather than selling the product on price alone, €10 became the price of entry into that feeling.

Creatively, we developed the film around a structure that could be repeated across five markets while still allowing each version to feel specific to its own supporters. One idea, one emotional journey, adapted through different casts, shirts and cultures.

The Outcome

We delivered the campaign across five markets, creating a TVC alongside cutdowns, photography and social assets.

What began as a brief for an affordable World Cup shirt became a campaign about something much bigger: for €10, anyone could feel part of it.