Client
UNOCT
Category
Video
Campaign
Deliverables
Video
Social Media
#MoreThanAGame: Transforming lives through the power of sport
Background
Transforming lives through the power of sport.
The #MoreThanAGame global digital campaign was strategically developed and launched alongside 2022 FIFA World Cup.
Rooftop was tasked with creating the campaign as part of UNOCT’s Global Sports Programme and its co-implementing partners, the United Nations Alliance of Civilizations (UNAOC), the United Nations Interregional Crime and Justice Research Institute (UNICRI), and the International Centre for Sport Security (ICSS) in collaboration with Generation Amazing. It was also backed by the Governments of the Republic of Korea and Qatar, along with support from the United Nations Peace and Development Trust Fund.
#MoreThanAGame sparked a global conversation highlighting the transformative power of sport, and with the support of influential sporting personalities and government stakeholders, it generated over 40M impressions globally.
Challenge
Sparking a global conversation during the 2022 FIFA World Cup.
The challenge was to create a global digital campaign that promoted the potential of sport as a force for good by highlighting the stories of professional athletes and inspiring young people from around the globe during the 2022 FIFA World Cup.
The Rooftop team was incredibly excited to build this campaign as we connected deeply with the message. Combining our passion for telling impactful human stories with our love for sport was not just a project; it was a shared mission that resonated with each member of our team. Being part of a campaign that sought to inspire positive change through the universal language of sport was both a privilege and a source of immense pride for Rooftop.
Solution
Promoting sport as a force for good.
Rooftop's solution was a combination of strategic storytelling, creative editing, and collaboration with skilled Ukrainian filmmakers. The editing process involved blending moments of action with raw emotion, using techniques like pacing, overlays, and sound design to create an immersive experience.
The film opens with a striking moment - a personal recollection from Yulia about missiles flying overhead, which sets the tone for the rest of the piece.
Through stylistic choices like artificial camera shake, reverb, and the careful use of sound design, Brett Geiseke and the team worked to intensify the emotional impact, making the audience feel the anxiety and energy of the healthcare workers' missions.
The film also leaned heavily on body language and moments of silence, where emotions were conveyed through subtle expressions or actions rather than dialogue.
For example, a brief moment where a man glances at his wife during a healthcare visit delivers a powerful message about the human connections in the midst of crisis.
Through these choices, the team created a piece that captured the essence of the “Stop at Nothing” campaign: healthcare workers who stop at nothing, even in the most harrowing of circumstances.
The campaign video
The impact brief is an informative document describing the OOI’s purpose, needs and impact. Rooftop used content supplied by the client to create the 10-page digital PDF document featuring easy-to-read text, explanatory infographics, maps, key statistics and visually impactful image treatments.
Due to a relatively short timeline, we developed the impact brief in parallel to the OOI brand, but it helped inform much of the design that would ultimately end up creating the OOI identity.
Supporting videos
Nadia Nadim shares the values of sport.
Masareka, a former refugee and beneficiary from the Integrated Community Development Initiative (ICODI) in Uganda on how sport promotes peace, tolerance and human connection.
Kelsey, an Irish FA Foundation sport programming beneficiary on how sport promotes peace, tolerance and human connection.
40M
Global impressions
82
positive sentiment towards the campaign content
13M
