CategoryB04. Use of Ambient Media: Small Scale


Name Company Position
Erick Rosa MullenLowe Singapore Executive Creative Director
Ang Sheng Jin MullenLowe Singapore Creative Director
Daniel Kee MullenLowe Singapore Creative Director
Alex Tan MullenLowe Singapore Art Director
Ang Sheng Jin MullenLowe Singapore Art Director
Andrew Ho MullenLowe Singapore Art Director
Alex Tan MullenLowe Singapore Designer
Jacqueline Wong MullenLowe Singapore Agency Producer
Rosa Trinh MullenLowe Singapore Senior Account Executive
Daniel Kee MullenLowe Singapore Copywriter
Shaifali Dayal MullenLowe Singapore Associate Regional Business Director
Khatkhanang Chavalitsakulchai MullenLowe Singapore Associate Regional Account Director
Guy Lewis MullenLowe Singapore Copywriter
Jonathan Gerard MullenLowe Singapore Head of Television
Martin Coppola MullenLowe Singapore Art Director
Andrew Ho MullenLowe Singapore Designer
Martin Coppola MullenLowe Singapore Designer
Alvin Tan Teo Studio Photographer
Nelson Digital Imaging Nelson Digital Imaging Illustrator
Gin Khoo Purplelab Pte Ltd Producer
Jack Ho Purplelab Pte Ltd Editor
Adam Behr Neon Sound Music Artist
Terence Chan Neon Sound Producer

The Campaign

To create a soccer ball that truly represents racial diversity in soccer and speaks out against racism: Each panel of the Ball for All represents the exact skin color of actual young soccer players from diverse ethnic backgrounds.

Creative Execution

First they took photos of the skin of young soccer players from around the world. They then paired each skin color with an identical pantone. They used each pantone to color a different segment of the Ball for All. So every single segment of the Ball for All is based on the actual skin color of young soccer players from different countries and ethnic backgrounds. They were inspired to base the design on the old-fashioned black and white soccer ball since it’s outdated – to show a new way of thinking.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Ball for All starred in the tournament that brought together 160 youth teams comprising over 2000 players from 13 countries, and over 12,000 spectators – fans, friends and parents from all over the world – at the historic Padang in the heart of Singapore city. Tens of thousands more followed the matches (and the ball) online. Today, Breeze is in talks with the AFC and the Fare network to reach out to the rest of Asia, Europe and the world.

Explain why the method of promotion was most relevant to the product or service

Breeze is a major sponsor of youth soccer and wanted to teach children about the power of soccer to unite people of different races, cultures and nationalities. Part of Breeze’s brand philosophy is that children learn the most while they are playing – so they wanted their message to reach kids while they are playing soccer. That’s why Breeze created the Ball for All – a soccer ball with an important message about togetherness and diversity. They campaigned to make it the official ball of youth soccer in Asia to ensure as many kids played with it as possible.

To make the Ball for All a true representation of the diversity of soccer – Breeze partnered with young soccer players from many different countries including Spain, Nigeria, Brazil, China, Singapore, Australia, Britain, Malaysia and Indonesia.


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