USA Bid for the 2018/2022 FIFA World Cup™ Soccer Tournament

ZAGO Proposal:

USA bid for the 2018/2022 FIFA World Cup™ Soccer Tournament

This is a very big deal.

USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009 USA Bid Just like a book is more than its cover, a bid is more than just the sum of all its parts. This is how we see the field and understand the challenge. The sweet stuff in the middle The perfect storm. The cherry on top. The chance of a lifetime. Being able to help bring the World Cup back to the United States is quite a treat for us. Our passion and confidence in this assignment arises out of a combination of unique factors. It’s the intersection of these elements that makes this opportunity quite special.

Zago

A little reminder of who we are, what we believe in and why we are suited for this project. Big Picture This is like no other event and no other assignment. A short history of the pains and pleasures of the World Cup from the members of Zago.

USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009

The big picture Something extraordinary happens every four years that brings the world together in one long and intense celebration of color, emotions and memorable moments.

USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009 1974

1978

1982

1986

1990 Where were you? Where were you when man first walked on the moon? At the fall of the Berlin Wall? On the tragic morning of 9/11? Who were you with? What were you doing? Some events remain ingrained in our lifelines like markers of time. Every four years, the World Cup gives us unforgettable memories of friends and places, an event that creates one shared global experience.

USAUS bid bid for for the the 2018/2022 2018/2022 FIFA FIFA World World Cup™ Cup™ soccer soccer tournament tournament © ZAGO,© ZAGO, June June 2009 2009

Summer vacation 1982

Italy, Adriatic Coast. Scorching summer heat. We were about to jump in the sea when one of my friends screamed, “Stop!” Italy and then world cup holder Argentina were playing that evening and maybe we should sacrifice our cooling off for the gods of soccer. We complied and pledged not to go near the water as long as Italy stayed in the tournament. That evening Italy beat Argentina. The next few days we maintained our promise and spo- radically added more sacrifices for the gods. Sunbathing was cut from our activities until a no–direct–sun–policy was ultimately declared. Soon, playing cards was also banned, fol- lowed by a no ice cream order. Encouraged after beating favorite Brazil, we decided (just in case we had any merit) to add further restrictions to our diet. Once we beat Poland and made it to the final, we just sat there through the days with our backs to the sea, facing a most unattractive parking lot as an additional visual sacrifice. As we talked on and on about the cup, someone suggested silence as an ultimate offer.

And that’s how Italy won the ‘82 World Cup.

USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009

Emotions You are nervous. Excited. You laugh, you sit, you stand up. Your palms are sweaty. You scream, you lose your voice. Your heart beats fast. You hug your friends. You go to the bathroom five or six times. You love. You hate. You pray. You curse. Headache. Frustration. Your stomach twists. You are confused. You don’t know why you are sweating so much. Suddenly, euphoria. You’ve never felt happier. Then, a big blow. Your world is crushed. All this in just ninety minutes. But wait, there is still hope in overtime.

USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009

Adults crying I was seven years old when I saw my father completely lose it for the first time in my life. It was the first World Cup I can remember, and there he was, screaming his head off at the TV set as if the players would actually listen to his hysterical coaching. He kicked in the air and rolled on the floor as I watched a monument of seriousness and discipline crumble before my eyes. I turned to my mother for answers, yet all I saw was a wide-eyed woman biting into a pillow. I couldn’t understand exactly what was happening, but I was happy to discover a passionate side to them that I hadn’t known before.

USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009

The world is watching Unlike the Olympics, where coverage goes from the obscure 10-meter air pistol competition to the thrilling world of synchronized diving, the World Cup is about one sport, one competition, one winner. All eyes are concentrated on the same event and on each other. The whole world, together, is watching.

USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009 les bleus seleção azzurri

rode duivels A welcomed invasion The tribes slowly invade the host city flaunting jerseys and painted faces. Flags hang from balconies and streets are filled with splashes of colors. Fans come from far and wide to see the mission through. The otherwise invisible immigrant finds it irresistible to wave his country’s flag in glory. Everyone has a nation, everyone takes a side. The host country has opened its doors and welcomed the world for another memorable battle.

orange

USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009

A synchronized world Some prefer to watch the game alone, finding safe haven in their solitary concentration. Others cannot do it without being surrounded by lots of friends and family. While some are watching out in open bars on warm summer nights, others wake up at dawn to watch the games over a cup of coffee. Some call in sick, others never come back from lunch. Some companies implement rooting hours and rooting days. But no matter where you are, the whole world will be screaming at the same time.

USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009

The USA bid Some will say it’s not our turn, or that we still call it soccer when everyone else calls it football. All kinds of arguments will be made to say that we don’t stand a chance. But armed with a clear and steady course, deep conviction and a seductive message, we can clear the way to the top. Planning, strategy and a sharp implementation are the foundations for any winning campaign and the cornerstone of a winning team.

USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009 The master plan For an event this monumental, people from all walks of life will come together to communicate a singular vision. After all, every team has to have a game plan. Start

Partnership US Bid Committee

Board Executive Committee Branding Online PR

ACTION

Value Brainstorm S.W.O.T. Analysis Story Proposition

Marketing Audience Segmentation Messaging Strategy Vision

Events ROI

Launch Creative Timeline Strategy Development

Touch Points

BID PRESENTATION FIFA

Opening the envelope

FINISH Winning

USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009 The elements Once the plan is formulated, an army of thinkers, designers, strategists and doers will come together to carry out a collective vision. START

PARTNERSHIP outline BRAND Bid Book + Appendices

ACTION

Introduction Press Kit design Folder

Venues Brochures Bid Book + Appendices Bid Summary

Content Design

DEVELOP Exhibit Bid PPT Material Deck Bid Book + Appendices Video

Style Guide + Standards PRODUCE

Bid Book + Appendices

LAUNCH

FINISH

USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009

ZAGO We are a working class design consultancy with eyes on the big picture. Our work takes different forms in many different mediums, serving non- profit, cultural, and corporate clients worldwide. Did we mention we love soccer?

USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009 Ten years ago the studio relocated to New York.

Five years ago we opened a second office in Rio de Janeiro. Zago was founded thirteen years ago in Basel, Switzerland. Our mission has evolved over time, but its founding principle has remained constant: we believe that design is the organizing force in the creation, shaping and delivery of meaning.

ZAGO

USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009 Brands become advocates Advocacy is the highest form of engagement. It connects an audience with a cause, a product, a service, an event, a brand.

you brand audience In our interconnected world, branding is the means to bring vision to reality, to communicate and shape meaning, to nurture and pre- serve interactions. Companies and organizations need to consider the myriad options and shifting array of opportunities that con- front their audience. Unceasing competition for attention requires choices and behaviors that transform the very nature of communication itself. In a world where consumption merges with activ- ism and content becomes commitment, our economy is no longer ruled by isolated transactions, but is ever more subject to the im- pact of interactivity. In this ever-changing environment, branding is how relationships are fostered, transformed and improved.

USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009 Manuel TOSCANO, Principal Jenna ROBLES, Strategist

For the past 10 years, Manuel has helped his Jenna has worked in a number of industries as clients bridge business and design by combining a strategist and project management lead with a deep expertise in developing and implementing experience in law, real estate, and design. To communication strategies with an unmatched increase office productivity, Jenna blows a FIFA ability to craft compelling visual storytelling. regulation whistle at 15 minute intervals, keeping Manuel also moonlights as a luchador in his spare everyone on task. time under the moniker “El Hombre Grande.” Idea story plan action...

Meg PARADISE, Designer Julia BESSLER, Designer

Meg has worked with a variety of clients from Julia’s experience includes building creative brands, luxury brands to book jackets and music packaging. interactive campaigns, and illustrations in both the Her broad range of skills includes illustration, corporate and non-profit sectors. Julia is a world- custom-lettering and publication design. As our class dribbling champion, and has an entire case of official cheerleader, Meg takes a lap around her trophies which she keeps polished and on display in desk, yelling “GOOOOAL!” whenever someone the office. completes a task. Nereo ZAGO, Creative Director Muriel DÉGERINE, Art Director

Nereo has conceived and executed identity Muriel’s experience ranges from the cultural and strategies for some of the world’s largest companies social fields, art, global brands, and international with 20 years of professional practice. When we organizations and has received national and told him we needed to take a portrait of him, Nereo international recognition. In an effort to familiarize rented a “Swiss designer” costume, containing herself with soccer, Muriel enrolled in several youth these glasses, a cell phone and official Steve Jobs soccer leagues and has become a dominant force turtleneck. among children age 12-14. Idea story plan action...

Benjamin LORY, Designer Pastis, Stress Counselor

Benjamin joined the Zago team after graduating We’ll be honest. Sometimes things get a little from The Rennes Fine Art School in France. His stressful around the office, with the rigors of global mastery of typography and silkscreening has made branding and strategizing constantly nipping at our him a formidable design ninja. He has silkscreened heels. Thankfully, Pastis is always around to bounce TEAM ZAGO jerseys and insists that we wear them ideas off of and go for nice long walks. while he leads morning calisthenics

Print Regional Design Awards, USA

Awards 09

American Institute for Graphic Arts, USA

Press 08 Awards 09 Core77.com, USA Type Directors Club, NY

Collections Collections Museum of Modern Art New York, NY Denver Art Museum, Denver, CO

Awards 09

I.D Magazine Awards, NY Collections Press 08 Getty Museum, L.A., CA Inhabitat.com, USA Awards 08 European Design Awards, Stockholm, Sweden

Press 09 BBC.co.uk, United Kingdom

Press 08 Novum, Koeln, Germany

Press 08 Etapes, Paris, France

Collections

Museum für Gestaltung, Zürich, Switzerland

Grants 09

Rockefeller Foundation Grant Press Awards Collections

USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009 We can’t wait! In 2014, the 20th FIFA World Cup will be held in Brazil. We are already waiting patiently next to the Maracanã hoping to get some tickets for the finals. But most of all we are happy to see that the country we have chosen for our South American office has become the world player it deserves to be.

If that wasn’t enough, we see the opportunity to bring the 2018 World Cup back to the United States, Zago’s main home. Could it be true? Two chances to be at a World Cup final! USA bid for the 2018/2022 FIFA World Cup™ soccer tournament © ZAGO, June 2009