Discover how London Bus Advertising partnered with FIFA and the Qatar Supreme Committee to bring the excitement of the FIFA World Cup 2022 to the streets of London with an eye-catching bus campaign.
Taking the FIFA World Cup 2022 to the Heart of London
Few sporting events capture the world’s attention like the FIFA World Cup, and in 2022, London Bus Advertising played a key role in bringing the tournament’s excitement to the streets of the UK’s capital. Teaming up with FIFA and the Qatar Supreme Committee, we launched a dynamic bus advertising campaign designed to immerse Londoners and tourists alike in the spirit of the tournament.
From the bustling streets of Oxford Street to the scenic routes around Hyde Park, our fully wrapped buses turned heads, showcasing the tournament’s iconic branding, official mascot La’eeb, and the motto “Now is All”.
This campaign was not just about advertising—it was about building anticipation and excitement for football fans ahead of the world’s biggest sporting event.
A High-Impact Campaign with Iconic London Bus Advertising Formats
To ensure the FIFA World Cup 2022 message reached the widest audience possible, we deployed a range of bus advertising formats, strategically selected for maximum visibility and engagement:
- Full Bus Wraps – These transformed London’s iconic red buses into mobile billboards, displaying bold campaign visuals in striking royal purple and deep pink hues, featuring La’eeb and international football stars.
- Bus Sides – Placed along major travel routes, bus side advertising reached commuters, pedestrians, and motorists, creating widespread awareness across the city.
- Bus Rears – A great way to target drivers and cyclists in busy traffic, these ads reinforced the campaign’s presence across key London locations.
Explore our full range of bus advertising formats here.
Capturing the Spirit of the Tournament
At the heart of the campaign was La’eeb, the World Cup’s official mascot, designed to embody the excitement and joy of the tournament. Alongside him, international football stars from competing teams brought the message to life, making it instantly recognisable to fans.
The “Now is All” slogan, featured prominently on the bus creatives, encapsulated the energy of the event, inspiring audiences to live in the moment and celebrate the global unity of football.
This wasn’t the first time we’d collaborated with FIFA. Back in 2018, London Bus Advertising played a role in unveiling the World Cup emblem, so this campaign marked another milestone in our partnership with the tournament.
See more of our campaign work in our gallery.
Why Bus Advertising Was the Perfect Choice for the FIFA World Cup 2022
London’s streets are some of the busiest and most diverse in the world, making bus advertising an ideal way to connect with millions of people from different backgrounds, just as the World Cup brings together nations.
Key benefits of this campaign:
- Unmissable Visibility – Wrapped buses became moving landmarks, grabbing attention in high-footfall areas like Hyde Park, Oxford Street, and beyond.
- Engaging Locals & Tourists – With London as a global hub, this campaign reached both die-hard football fans and casual spectators, building momentum for the tournament.
- City-Wide Coverage – Unlike static billboards, buses travel through residential, commercial, and entertainment districts, ensuring mass exposure.
Learn more about our audience reach here.
A Campaign That Scored Big
By merging vibrant design, strong messaging, and strategic bus placements, London Bus Advertising successfully brought the FIFA World Cup 2022 to life on the streets of London.
From Oxford Street to Hyde Park, football fever took over the city, uniting fans in the excitement of the upcoming tournament. With bold branding, iconic imagery, and a powerful message, this campaign ensured that the FIFA World Cup was front and centre in one of the world’s most dynamic cities.
Bring Your Brand to Life with London Bus Advertising
If you’re looking to launch a campaign that turns heads and drives engagement, bus advertising is the answer. Whether it’s a global event, product launch, or brand awareness campaign, our team can help bring your vision to life.
Get in touch today and let’s make your next campaign unforgettable.
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