My LinkedIn in is full of people talking about this Levi Stadium World Cup logo cover up thing. Did Levi’s actually have any part in this? It seems like the logo was covered up and now they are getting the credit for it.

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From what I know, Levi’s isn’t an official sponsor of FIFA hence FIFA decided to cover up their logo in one of the stadiums. What Levi’s did instead is to capitalize on it — they updated their logos in store and social by also covering them up. Hence turning this into a big PR moment. So quite brave for them to do that.

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Brave is probably a stretch, but it’s smart. It’s what we used to do all the time in advertising.

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Such award bait

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Do regular people really catch that though, I don’t think so

Advertisers talking to each other

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I think it’s smart, and it’s fun and easy to act on.

All stadiums are unsponsored for event and called “(Host City) Stadium.”

They’re just celebrating that they have an iconic logo that you’ll immediately recognize just by its shape. And subtly poking fun at the fact that most people still know it’s Levi’s, AT&T, or MetLife Stadium.

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Each stadium was tasked with covering up their logos. So yeah, the stadium has a part in it and it’s Levi stadium 😉

It’s now creative then how they covered up the cars in Mercedes Benz Stadium

Also 100000% been done in many different ways before

This feels like hate. What other logo was covered up in a way that you could still tell what it was because the logo shape was so distinctive?

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the marketing team is probably taking way more credit than they actually had a part in lol

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