FIFA World Cup 2022 Proposal

The Challenge

The Korea 2022 FIFA World Cup bid was the second official bid from the Korea Football Association or the KFA. If the bid was successful, Korea would have been hosting their second World Cup Finals and it would have been their first solo hosting since they shared the 2002 FIFA World Cup with other co-host Japan.

The Solution

At the core of the Korean bid was the theme of “A Sporting Goal” and we had to show that Korea was prepared to deliver the facilities, commercial opportunities and general infrastructure for the benefit of the tournament. In keeping with this, we tried to touch on an emotional not, while reminding the judges of the Lasting Legacy of Korea’s involvement, its world-class infrastructure, and its efficient transportation network and cutting-edge IT communications systems.

2022 FIFA World Cup Bid

Proposal Brochure and Video Script

United in Sport _____United in Passion __________United in Peace United in Korea

Korea has a long history in hosting international sporting events and yet, having co-hosted the World Cup only 8 years earlier with Japan in 2002, the goal was challenging: maintain the momentum of the previous success, while introducing a fresh perspective on the offering to differentiate it from the previous bid. Obviously, growth depends on a newer generation developing a relationship with the brand.

Print Proposal

Video Proposal

Print Proposal

A Note from PETER LIPTAK

Writing for The Four Major Rivers Restoration Project was a task that required a deep understanding of environmental issues and the ability to communicate complex concepts clearly. It was vital to present a balanced view that acknowledged the concerns while emphasizing the positive outcomes expected from the project. This work reinforced my belief in the power of well-crafted copy to shape public perception and support for significant environmental initiatives.

THE RIVER'S FLOW: The Four Rivers Restoration Project

OFFICE OF NATIONAL RIVER RESTORATION MINISTRY OF LAND, TRANSPORT AND MARITIME AFFAIRS

A Tale of Four Rivers

Growing ever more soulful and scenic,

four rivers forever infused with history’s narrative

run deeper by day with renewed hope

and the cleansing chronicle of nature’s nourishing water.

Korea’s Ambitious River Revitalization Project

Investing in a safe and sustainable Korea, now and in the future

The Four Major Rivers Restoration Project is a comprehensive, pan-governmental project, representing the collaborative commitment of municipal, provincial and national government bodies with contributions from social organizations to protect Korea and its future generations from water related disasters caused by climate change while promoting green growth.

PROLOGUE - Water Resources and National Security

As a farming nation, despite Korea’s annual rainfall (1,245mm/1yr) being significantly higher than the world average of 880mm, its people regularly held rain rituals. The simple reason was a lack of sufficient storage capacity to save rainwater for use in dryer months. Korean rain is primarily seasonal with 70% of annual rain falling in the short rainy season. Fortunately, modern infrastructure developed to equip cities with reservoirs and government initiatives striving to maintain forest conservation nationally, those rituals have become a thing of the past. Even so, in order to ensure people’s enjoyment of affluent lifestyles, Korea must endeavor to provide more abundant, cleaner water for residential and industrial consumption.

More importantly, the preemptive storage of water resources is becoming increasingly vital due to global warming and the resulting climate change, which is creating above-average temperatures and increases in the frequency of intenserainfall around the world. Since October 2009, five provinces of China have experienced water shortages as a consequence of unusually severe droughts leaving 25 million people and 16 million cattle reportedly suffering from the effects (Bloomberg, Business Week; April 26, 2010). The Yangtze flowing along the city of Chongqing has begun to reveal its riverbed; reservoirs are dried up and desolate; 768 hectors of agricultural land have been damaged from the drought, and some 5 million people of the Yunnan Province are faced with food shortages.

What the future will bring, what scorching droughts, what intense storms, and when is imminently unclear. Such uncertainty about the availability of our most important natural resource will prove in retrospect that water was far more precious than oil. Unlike crude oil, water cannot be substituted for anything else, like energy resources. Water is as crucial a matter of survival as national security. Without adequate water resources, we humans cannot survive, let alone dream of building a rich and powerful nation. Hence, securing our future water resources cannot be measured in monetary amounts – it is measured in lives.