The Brief
To celebrate the FIFA World Cup 2026, we partnered with Unilever to create unforgettable experiences, activations and brand moments for fans across Toronto & Vancouver.
With an estimated 1.75M combined visitors to the Stadiums and Fan Festivals, this was an incredible opportunity to showcase personal care products to soccer fans.
The Jerseys
We crafted custom jerseys to represent the Unilever brands.
The Ambassador
Canadian soccer star Alistair Johnston is a proud ambassador of Unilever – and the perfect partner for the Fresh Clubhouse.
I directed the stills shoot to showcase the freshly designed jerseys and to capture content for activations and social channels.
The Stunt
While Canada is a hockey nation, research shows that Soccer is the most played sport.
To create hype for the FIFA World Cup 2026, we combined both sports to create The Soccer Rink.
We invited influencers and PR teams to spread the excitement on socials.
The Fresh Clubhouse
For FIFA Fan Fest in Toronto and Vancouver, we transformed a 40×40 ft space into an immersive fan experience that brought multiple brands together in one amazing destination.
Dove Men+Care
A soccer tunnel walk-out with dynamic audio and lighting. Fans celebrated their teams and received a shareable moment straight to their device.
Dove
A branded space to champion women in sports. Guests wrote messages to female athletes and took the Dove pledge.
Degree
Throw-in challenge inspired by Alistair Johnston. Fans tested their skills against the pros.
AXE
A 360° photo moment inspired by “Look Your Best While You Smell Your Worst.” Fans struck wild poses and downloaded their content instantly.
The Merch
We also created a range of custom merch. These were used in exclusive giveaways for fans to cherish their experience.
The Stadium Fan Experience
A smaller activation was built outside the Canadian host stadiums. We created a brand new experience where fans customised and printed their own official Panini trading card.
Agency – THE•TEAM (formerly Wasserman)
Fresh Clubhouse
THE•TEAM Creative
ACD / Design / Production: Zack O’Toole
Retouching: Ramby Nicole Magnaye
Strategy: Phillip Blackman
Associate Design Director (US): Nick Billings
ACD (US): Autumn Morowitz
Sr Creative Producer: Joe McLaren
Wasserman US & Mexico
Creative Director (Stunt): Logan Broger
Art Director (Stunt): Zoe Palantzas
Copywriter (Stunt): Sebastian Lotta
3D Design (Freelance): Santiago Lopez
Production (Freelance): Kirk Broadhead
Activation Build & Print
Fresh Clubhouse (FFF): Steel Space Concepts
Fresh Clubhouse (FFF Vancouver): Club Inc
Fresh Clubhouse (SFE): Ballance Containers
THE•TEAM Experience
AVP Experience: Erica Rochester
AVP Experience (US): Kahee Bae
Experience Director: Cam Hopkins
Experience Director: Sarah Cifuentes
Experience Director: Jessica Zanardo
Senior Experience Manager: Kelly Ste. Marie
Senior Experience Manager: Louise Brunet
Senior Experience Manager: Meredith MacDonald
Project Manager: Bethany Clipper
Associate Experience Manager: Jason Won
Photographers
Activation – Toronto: Denis Lipman
Activation – Vancouver: Kim Ballavance
Stunt Photography: 3018 Collective Inc (Gabriel Shubat & Denis Lipman)
Stunt Photography: Sean Pollock
Unilever
Engagement Lead: Laura McMurrary
Senior Brand Manager: Ashley Kelso
Associate Brand Manager: Bardia Javidinejad
Associate Engagement Manager: Labika Ghani
False 9
Director/Producer: Hamish Stephenson
Producer: Mickey Perkins
Photographer: Tom Weatherill
Director of Photography: Conor Chalk