Setting Goals for Fifa’s School Adventure

My 2010 School Adventure Scores with Schools

My 2010 School Adventure was an interactive edutainment program that ran concurrently with The Fifa World Cup in 2010, instilling Fifa’s values of diversity and humanity to learners and educators. The campaign ran for two years leading up to the main event, including the Confederations Cup, where the journey began. Learners across the rainbow nation were inspired to Adopt a School and learn about different countries’ cultures and customs, beyond the world of football.


The brief was to communicate the participation and education of all SA learners via an interactive on air and on the ground campaign to inculcate the Fifa values of culture, Ubuntu and humanity.


The campaign was created and driven by Creatrix. My 2010 School Adventure was the banner under which all school activity and activations took place.


My 2010 School Adventure was driven by its integration above below and through the line. From talent searches to ceremony flag bearers, art competitions to radio programming the campaign touched every learner in South Africa over its three-year lifespan.


The campaign was exposed across South Africa and was taken up by schools and curricula across the education spectrum. The campaign is presented all over the world as the benchmark for participation and excellence at The Fifa World Cup.


Synergies: Creatrix, SAIL, Heart of Hearing Studio, Howard Audio, Cut2Black

  • Concept, Project Name & Creative Direction: Creatrix
  • Children’s Radio Programming & Activations: Creatrix
  • Sports & Entertainment Partner: SAIL
  • Field Audio Recording Edit & Mix: Heart of Hearing Studio
  • Music Composers Campaign Anthem: Lynn Joffe & Adam Howard
  • Anthem Musical Direction: Howard Audio
  • Activation Video Partner: Cut2Black

Enthusiastic learners imitate the iconic World Cup logo, in Gugulethu, South Africa

Diego Maradona meets participating children during the 2010 Fifa World Cup in South Africa

Diego Maradona meets participating children during the 2010 Fifa World Cup in South Africa. The children’s campaign that ran parallel to the main event, was named “My 2010 School Adventure” by Creatrix.

Luis Taylor, LOC co-orindator, takes a look around during the Argentina -vs- South Africa game, at the 2010 Fifa World Cup South Africa.

A selected group of teens rehearse their moves as Flag Bearers for the Closing Ceremony of the Fifa 2010 World Cup in South Africa


My 2010 School Adventure ran concurrently with the 2010 World Cup South Africa, encouraging children to learn about different nations and customs. The learners applied their knowledge to song, dance and performance in their schools.

Watch this Video to feel it!