Context: During the soccer world cup many brands try desperately to get associated with either soccer, the players or the National pride, but in a fake way, only for a month, because most of those brands have nothing to do with the sport the rest of the time.
Insight/Idea: A global anti-world cup campaign, showcasing the honesty of MTV, who knew that nobody would watch it for a month.
Why This Case: Global campaign relevant around the world.