Entering organisation: Cymru Wales (Welsh Government)

In November 2022, the Welsh national football team flew out to Qatar to compete in the FIFA World Cup finals. The first time in 64 years that the nation had participated in the world’s biggest sporting event. This was a big deal for the country. The global audience of 5 billion people presented the team with a unique opportunity to showcase Wales to the world and create a legacy.

With Wales last to qualify, timescales were tight. The team needed to work at speed on comparatively modest budgets. The political controversy surrounding human rights issues and Qatar’s hosting of the tournament meant they needed a pitch-perfect campaign.