| Title | WORLD CUP COMES TRUE |
| Brand | SONY MARKETING JAPAN INC. |
| Product / Service | WORLD CUP SPONSORSHIP |
| Category | C05. Stunts & Live Advertising |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company: | DENTSU Tokyo, JAPAN |
| Advertising Agency: | DENTSU Tokyo, JAPAN |
| Name | Position |
|---|---|
| Takashi Sakuma | Creative Director |
| Takashi Sakuma | Copywriter |
| Kei Kawakami | Art Director |
| Kimihiro Morikawa/Sachiyo Morita/Shinya Matsuo/ | Photographer |
| Tomoyasu Katagai | Account Supervisor |
| Shin Yamaguchi | Producer |
| Kotaro Takeshita | Account Manager |
| Yusuke Yagishita | Planner |
| Film Director/Ryo Inoue/Interactive (Web) Producer/Shinjiro Ono/Hideki Hosokawa | Other Credits |
Public viewing events and Mini World Cups were held in 19 locations in Ghana and Cameroon, with participation from 24,000 people.
CONTEXT: For children, World Cup is a dream. The dream event was coming to Africa for the first time. But Ghana and Cameroon participating in were not affluent countries, so there were many children would not be able to watch their teams perform on TV, let alone afford tickets. CHALLENGE: "Help children to dream." SOLUTION: "Let's bring World Cup to their villages." We held Public Viewings & Mini World Cup for children in 19 Ghana and Cameroon locations. RESULT: +24,000 African participated in. +Achieving a publicity effect of over 10 million US dollars.