National World is collaborating with global creative network Talenthouse to digitally capture the drama of the Qatar World Cup on and off the pitch.
From tackling the controversial issues surrounding Qatar’s hosting of the games through to the crucial moments on the pitch, National World’s newly launched 3AddedMinutes.com website is commissioning Talenthouse’s global community of 18m+ members to produce a digital mural of the campaign.
The team will be sharing sneak previews of elements that will eventually make up the final muralacross our social media platforms, including some behind-the-scenes and artist interviews about the inspiration for their images.
Over the course of the World Cup, 20 pieces of artwork will be shared across social media channels, highlighting specific moments from the games with artistic concepts exploring the kick-off, the dropping of the One Love armband right through to milestones of footballers’ careers.
The project will culminate in a specially created digital mural which will showcase not only the story of this very ‘different’ World Cup campaign, but also celebrate the rich tapestry that football plays in our everyday lives.
Lisa-Marie Paul, head of content and distribution partnerships at Talenthouse, said: “This partnership allows us to capture the narrative around this year’s World Cup through our global community of creatives, paired with National World’s ability to articulate and distribute stories.
“Together, we align on the mission to act local and whilst thinking global. Endeavoring to shift the focus to the people, places and perspectives which are still often underreported and unheard.”
Paul Clarke, National World group sport editor, explained: “3 Added Minutes aims to be the most distinctive football website. Quirky but not afraid to tackle the most sensitive subjects head on. In this saturated football content space, 3 Added Minutes is something different – an extension of the normal 90 minutes of reporting. We’re already starting to see that this is no ordinary World Cup, and we hope our coverage captures this in a unique way.”
