Football superstars and brand ambassadors Lionel Messi and Cristiano Ronaldo front a classic, cerebral, chess-themed, photography-led ‘Victory Is A State Of Mind’ campaign for Louis Vuitton activating its FIFA partnership leveraging Qatar 2022. The campaign is built around imagery shot by American portrait photography legend Annie Leibovitz which focuses on the two soccer rivals… Continue reading Art Meets Advertising In FIFA Partner Louis Vuitton’s Messi/Ronaldo Chess Campaign
Tag: Chess
New PUMA Ambassador Magnus Carlsen Stars In The Brand’s Latest ‘Only See Great’ Film
New PUMA ambassador and World Chess Champion Magnus Carlsen shared his motivation and inspiration in a new wave of work within the sportswear brand’s ongoing, global ‘Only See Great’ brand campaign. The campaign is spearheaded by a hero spot in which the Norwegian chess super star speaks about what drives him to remain at… Continue reading New PUMA Ambassador Magnus Carlsen Stars In The Brand’s Latest ‘Only See Great’ Film
Kasparov Fronts Docu-Film Promoting Blizzard’s Cerebral Challenge Hearthstone Game
Leveraging spiking interest in chess surrounding the current World Chess (commonly referred to by its French acronym FIDE)’s world title tournament between reigning champion Magnus Carlsen and Russian challenger Ian Nepomniachtchi, gaming giant Activation Blizzard teamed up with former champion Garry Kasparov to promote its cerebral digital card game Hearthstone. The campaign is led… Continue reading Kasparov Fronts Docu-Film Promoting Blizzard’s Cerebral Challenge Hearthstone Game
Mastercard Moves Into Chess Via Magnus Carlsen Tie-Up & Meltwater Champions Chess Tour Priceless Experiences
Mastercard made its first marketing foray into the chess space in September when it unveiled current World Champion Magnus Carlsen (the game’s highest-rated player of all time) as a new global brand ambassador as well as an official partnership with the Meltwater Champions Chess Tour. The partnership was amplified through a social and PR… Continue reading Mastercard Moves Into Chess Via Magnus Carlsen Tie-Up & Meltwater Champions Chess Tour Priceless Experiences
Stella Artois Hosts Grandmaster Nakamura’s Twitch-Streamed ‘Bullet Chess Speed Run’
On 24 May Stella Artois launched a campaign promoting its sponsorship of the 1 June virtual chess challenge with grandmaster Hikaru Nakamura which is being streamed live on Twitch and will attempt the chess.com record for most unique games won in one hour. The AB InBev beer brand is hosting the online ‘Bullet Chess… Continue reading Stella Artois Hosts Grandmaster Nakamura’s Twitch-Streamed ‘Bullet Chess Speed Run’
World Chess Brand ID Refresh Puts Emotion Above Rationality For 2018 World Championships
The highly stylised, black and white graphic visual identity for the 2018 World Chess Championship has been generating plenty of interest and comment since the final head-to-head tournament began in London on 9 November. World Chess, the rights-holder to FIDE’s World Championships, worked with Moscow-based design consultancy Shuka to create what is described as a ‘thoughtful… Continue reading World Chess Brand ID Refresh Puts Emotion Above Rationality For 2018 World Championships
World Chess & Weil Of Pentagram Play ‘Chess Notes’: The Sound Of FIDE’s World Chess Champs
To leverage and celebrate the 2018 FIDE World Chess Championships, tournament rights holder World Chess has partnered with celebrated designer Daniel Weil of Pentagram to create the official sound of chess via an initiative called ‘Chess Notes’. Award-winning designer Daniel Weil, who has been creatively collaborating in the chess space since 2013, uses chess moves… Continue reading World Chess & Weil Of Pentagram Play ‘Chess Notes’: The Sound Of FIDE’s World Chess Champs
Pinkerton Leverages FIDE Tie-Up With Official Anti-Cheating World Chess Championship Campaign
Mid November saw risk management specialist Pinkerton leverage its partnership with the Fédération Internationale des Echecs / the World Chess Federation (FIDE) with an initiative demonstrating its status as the official anti-cheating partner of the 2018 World Chess Championships. The promotional campaign around the deal included PR, digital and social content based around blending… Continue reading Pinkerton Leverages FIDE Tie-Up With Official Anti-Cheating World Chess Championship Campaign
