As one of the official sponsors of the 2018 FIFA World Cup in Russia, Visa were rolling out a series of promotions for users to win tickets to the tournament, as well as other prizes. The overall aim was to use the FIFA World Cup platform to encourage cashless payments in key markets. Visa asked bbd. to create an entire toolkit that would enable markets to run promotions, select random winners, contact and verify winners, and fulfil prizes.

bbd had already created all FIFA World Cup social media, GDN, OOH, and website assets. These had to be translated for use in 10 other markets, from Turkey to Norway. The toolkit also outlined guidelines for image selection and logo use in order to navigate the rigorous FIFA approval process. bbd. also set up the Google analytics dashboard, promotion engine, and fulfilment process.