Leo Burnett: Who holds their wedding during the World Cup final?

The World Cup had millions of people glued to their screens for weeks. It seems as though everything stops during World Cup month. The fans’ expectations, the global news coverage, the social betting, group watching and unending conversations surrounding the topic made Leo Burnett Israel and Samsung wonder why anyone would try to stage anything else while the Cup was on?

Especially a wedding.

With this in mind, Samsung company and Leo Burnett Israel set out on a quest. They were looking to see if there has been a couple daring enough to hold their wedding during a World Cup final.

There has. Adi and Adir got married four years ago during the final of the 2014 World Cup.

As might be expected, things went awfully wrong. Many of the guests didn’t even bother turning up and those who did weren’t focused on the young couple’s exchange of vows but on their phones.

Samsung decided that Adi and Adir deserved a second chance at marrying. So it offered Adi and Adir a new wedding, during the World Cup Final four years later – one in which World Cup Fans would be given the absolutely best possible viewing experience.

Samsung dove head first into throwing the young couple a no expense spared new World Cup Wedding, outfitted with Samsung’s giant QLED screens, at the same venue as their original, with the same guest list, a sumptuous meal, alternative Chuppah (the Jewish exchanging of vows ceremony) – plus the ideal conditions to watch the game then party.

Leo Burnett created the necessary buzz. The first part of the campaign was promoted via a social media and outdoor campaign. The second part aired after the World Cup Final, and includes interviews and footage of the event itself, young couple and their guests.

Ronen Salem Samsung Israel’s vice president of marketing commented, “It’s no secret that during the World Cup brands are out to steal the show, we just wanted to find an activity that would be unique and meaningful. I think righting such an important life event as a wedding while allowing fans to enjoy an unforgettable viewing experience definitely subscribes to that.”