Golden Goal

Proposal for a global communication campaign and a sports media event organized around the practice of goal shooting skills for soccer. Golden Goal is designed to build media momentum and awareness for the FIFA World Cups 2006 and 2010, harvesting global communication coverage.

The project proposes a media campaign vehicle for corporate social responsibility. The individual components of Golden Goal include a shooting skill arena based on the development of a practice-oriented competitive game within the official rules of soccer. It will level the field for boys and girls at goal shooting practice. Shooting skills are measured, statistics are kept. By bringing together football stars, local football figures, young aspiring players and civil authorities, the Golden Goal arenas are open practice fields on public grounds for all to use.

Complementary to the temporary event of the arenas, soccer academies are planned to sprout in critical neighborhoods of cities worldwide in order to foster the practice of sports in youngsters at peril. A synchronized advertisement campaign will create public awareness and assure global communication coverage. The installation of the Golden Goal arenas will become a sustainable symbol of the creation of social capital through the organized effort of corporations, communities and multilateral institutions. The soccer sports academies will remain and develop after the tournaments and their parallel campaigns. Local organizations, partnership players and foster parents take over the work of the academies. Some of the arenas may take on a different life according to their environment. Across the world.


Team: A Company (Oliver Schütte and Marije van Lidth de Jeude) with Walter Hidalgo

Scope: Media Campaign

Client: UNICEF

Location: Worldwide

Status: Completed

Year: 2004