Hyundai x Fifa World Cup 2022

Hyundai Motor Company has announced the launch of its global sustainability campaign under the banner ‘Goal of the Century’. The campaign kicked off on Earth Day on April 22nd, and will run through and beyond the upcoming FIFA World Cup, which will be held from November 21st to December 18th 2022.

“The ‘Goal of the Century’ campaign aims to unite the world for sustainability, inspired by the pure value of team spirit and togetherness created by the universal love of football,” said Thomas Schemera, global chief marketing officer and head of customer experience division at Hyundai Motor. “At Hyundai, we will continue striving to be of practical help to humanity at a time when it is more important than ever to come together for the healthy, long-lasting future of our planet.”

To drive the ‘Goal of the Century’ campaign, Hyundai Motor is introducing ‘Team Century,’ a newly formed group of ambassadors that will promote various environmental and social sustainability projects throughout 2022. Former England national team player Steven Gerrard will lead ‘Team Century,’ joined by BTS, Afghan refugee soccer player and Danish UNESCO ambassador Nadia Nadim, American fashion designer Jeremy Scott, contemporary Italian artist Lorenzo Quinn, documentary photographer Nicky Woo, and Boston Dynamics’ Spot robot. In addition, Hyundai also plans to unveil four regional ambassadors in the months to come.

As well as acting as an ambassador for ‘Team Century, Lorenzo Quinn, represented by MTArt Agency, will work to create a striking installation displayed in Al Bidda Park as part of FIFA’s Fan Festival. A physical manifestation of the ‘Goal of the Century’, the piece will act as a symbol of unity as the world comes together for this landmark event. Set to launch in November 2022 in line with the FIFA World Cup, the design will be revealed in the coming months alongside additional video content featuring Lorenzo.

As a talent agency, it was particularly meaningful for MTArt to position a visual artist like Lorenzo in this context, appearing alongside major talents from the film, fashion, and music industries. Such a campaign will subsequently make art a key pillar for the 2022 World Cup, reaching wider demographics that may have previously been less accessible.