The game begins when people on Twitter start talking. While epic plays are made on the pitch, it’s diehard fans who drive the intensity and build a community around the most-watched global sporting events. When Twitter talks about football, the world listens. From firing up fan excitement to meeting fans on their home turf, brands can utilize Twitter’s results-driven ad solutions to connect to the moments that get the world talking — right where it’s happening.

To enable our sales teams to effectively engage with brands around the world to get them to invest in their presence on our platform during 2022’s World Cup, we crafted a B2B campaign anchored around one simple message: Twitter is Where Football Lives.

The campaign’s visual style is rooted in Twitter’s imperfect design language but for this initiative, we honed in on a more intentional color palette and added an element of excitement by introducing tear graphics reminiscent of wheat-pasted match posters that we applied to a sizzle video, collateral and sales materials, on platform social and digital ads. Additionally, we developed a style guide that detailed the elements of the campaign’s visual style for outside vendors to produce supporting assets localized across our other regions.