Work / project
Make Metro International relevant during the 2014 World Cup.
'Off the pitch' stories about footballers generate just as many, if not more, headlines as those that occur on it.
The Offside Game - a digital game that enables users to create an avatar of a player representing any of the World Cup Teams. Using their avatar, users could choose actions to generate headlines that were either positive or negative. The execution was integrated with the newspaper and social media by the release of special codes that unlocked further customisation and special story lines.