I like this.
As a soccer agnostic, a lot of the World Cup-themed advertising that’s around at the moment has either gone over my head or just kind of made me think, yeah, not relevant to me, whatever.
This billboard is different. Somehow it’s managed to weld together the hype around the World Cup with something that transcends the game itself altogether: the thrill of travel, and that sheer giddy sense you can get, as a traveller, about the simultaneous immensity and smallness of the world.
In essence, it’s simply an airport departures board, just uprooted and planted on William Street. But the unexpected placement, together with the immediacy and topicality of its message, has made me realise something.
Something both about the billboard, and about the World Cup itself.
It’s not about soccer. It’s about connections.
Sure, maybe I’m overinterpreting. But every morning, as I walk down William Street, past the giant Coke logo – surely Sydney’s most obtuse and unsubtle (albeit iconic) piece of branding – I’m struck by the cleverness of this temporary upstart which faces it.
Somehow – whod’ve thought it? – a billboard has given me an appreciation of soccer.