BEHIND THE SCENES OF THE FIFA WORLD CUP
50 Sport is a London-based, multi award-winning creative agency specialising in sport. Naturally, it was their time to shine during the biggest football tournament in the calendar: the FIFA World Cup.
With so much happening, 50 Sport needed help quick. Short, punchy videos were going into five different languages. We got the ball rolling by recruiting our own team of football fans and subtitling experts to deliver enticing videos of fans and celebrity interviews.
Despite some tough challenges on and off the pitch, our training prepared us for showtime. The goal was to capture the excitement on the ground, localising the game’s beautiful and unique lingo to make these videos accessible to a roaring audience on the FIFA Fan Festival website. As the content was produced live during the tournament, this meant we had to have excellent coordination and teamwork without ever dropping the ball to make that all-important same-day turnaround (right on time for the big match)!
ON THE GROUND AND IN THE AIR
This had to be one of the most hands-on campaigns WIT ever saw, because while translating for FIFA itself, 50 Sport also partnered with the World Cup’s official sponsor: Qatar Airways. With a goal to raise some hype for the Qatari players and matches, we translated various video assets for the airline into Arabic. Localising GIFs, graphics, and videos, we brought together our dream team of Arabic sport translators and designers to create stunning animations and engaging content in Adobe After Effects.
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In addition to video content, we also translated tweets for Qatar Airways’ official Arabic account. Each week, we not only translated scheduled copy, but had teams on-hand during match times to turn translations around immediately for the 50 Sport team, creating localised, reactive copy so quick even VAR couldn’t catch it. New were no stranger to working odd hours during this time – evenings and weekends were a must.
In the end, a successful campaign for the beautiful game.
I must say you have given me a new energy when it comes to translations in that it has gone so smoothly and your system and account handling was top class .
Elzabe Buys, Digital & Social Media Director
