Switch behind 2010 poster

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According to Gaby de Abreu, creative director: the Switch Group, designing the poster enabled Switch to share the unique magic between Africa and the world of soccer: “Africa is intimately connected to soccer. We saw this as our chance to tell Africa's story: how the game has transformed and inspired the continent; and how we in turn have added our own spirit and flair to the game.”

Using warm, typically “African” colours – rich gold, red, green and blue – Switch's design team simultaneously captured the aspirations of a player and the continent in their simple, yet powerful design. “Because this poster will be used throughout the world – acting in essence as an open invitation for the 2010 FIFA World Cup event – we wanted it to communicate instantly. It needed to go beyond language: breaking down barriers and capturing the spirit of the continent and game,” says De Abreu.

While the team at Switch is thrilled to have been able to contribute to 2010 yet again (Switch designed the 2010 FIFA World Cup logo), S'bu Manqele, group business director: the Switch Group, says that the process wasn't without its nerve-wracking moments, “We were one of a number agencies invited to submit two poster designs each. Our poster was then selected as one of the three shortlisted, at which stage the public were asked to vote for their favourite.”

The results of the public vote were overwhelming, with Switch emerging the clear winner – something which Manqele attributes to the exceptional hard work of the group, as well as its understanding of the intimate relationship between Africa and soccer, “Because we've been so involved in the 2010 FIFA World Cup project from the beginning, we've come to understand the passion and commitment behind it. Our poster is a reflection of this.”

The poster was unveiled on Friday, 23 November 2007.