Lionel Messi, it marks the end of an Era. His Final World cup is more than a Game……….
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The 2026 World Cup in the United States is set to be one of the biggest sporting events in history and for Lionel Messi, it marks the end of an era. His final World Cup is more than a game .It’s a moment to honor his legacy and inspire new generations.How do you create a campaign that captures the world’s anticipation and emotion surrounding Lionel Messi’s potential final World Cup?
The goal: craft a global advertising concept that celebrates legacy, nostalgia, and unity while driving massive engagement before and during the tournament.
The Problem
By 2022, fans and media speculated endlessly whether Messi would retire after the World Cup. The challenge was not only to promote Argentina’s participation, but to turn uncertainty into global excitement transforming a career’s possible ending into an emotional celebration of football history.
Client/Brand Background
The campaign is imagined for Adidas, long-time partner of Messi and the Argentina national team. Adidas faced the task of maintaining global brand dominance and emotional relevance amid competing sponsorships (Nike, Puma). Messi’s journey represented more than sport it was the culmination of a 20-year narrative of greatness that fans around the world had grown up with.
The Insight
Football fans are driven not just by the love of victory, but by the fear of finality the heartbreak of seeing their heroes play one last time.
The emotional insight: People don’t just watch legends they want to be part of their last chapter.
The Opportunity
Adidas could unite fans worldwide by transforming speculation about Messi’s last World Cup into a participatory farewell mission giving everyone the chance to celebrate, share memories, and collectively say goodbye.
The solution
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The solution *
Phase 1 – Tease & Mystery
Billboards and posters appear in major cities with cryptic copy like “Is this the last mission?” and a silhouette of Messi.
Short video teasers drop on social media nostalgic clips of Messi’s youth, training, and moments of triumph without confirming his participation.
Phase 2 – Community Engagement
Fans are invited to share old Messi memorabilia (cleats, jerseys, posters) under the hashtag #UltimaMision.
Pop-up installations collect and display fan contributions across key global cities (Buenos Aires, Barcelona, Paris, New York).
Conclusion
The campaign would culminate after the World Cup with a digital archive of fan-submitted memorabilia and stories — a virtual museum celebrating Messi’s era.
The next step: expand the “Mission” model to future generational icons — Mbappé, Haaland, or women’s football stars — to keep the emotion of legacy alive in modern sports advertising.