We all know that the World Cup doesn’t just happen on the pitch. It happens on our phones. In fact, the 2026 FIFA World Cup generated 146.8 billion views across social platforms. 

That’s why we decided to take Picadilly Circus, the world’s most iconic media space, and put the small screen on the big screen. We transformed stills from existing video footage into meme-able moments worthy of viral status, using playful observations to spark conversation and connect with fans in the way that truly engaged them.