How do you turn an iconic global collectible into a campaign that can engage new and existing audiences throughout an entire World Cup cycle?

For Panini America, we built an earned-first campaign around the Panini FIFA World Cup 2026™ Sticker Album, the largest the brand has ever produced. We created recurring news moments and gave fans across North America multiple ways to discover, collect and swap from the tournament draw through the final.

We designed each phase to build from awareness to anticipation:

• Unveiled the special U.S. and Canadian album cover at MetLife Stadium, the site of the final, alongside World Cup legends from all three host countries
• Made sticker collecting more visible and communal through a fan hub at Rockefeller Center, officially debuted with the help of Eli Manning and Italian soccer legend Alessandro Nesta
• Sustained momentum through media interviews, consumer events, mobile tour stops, product seeding and athlete and spokesperson engagement
• Brought collectors together at four venues across the U.S. and Mexico to set a new GUINNESS WORLD RECORDS™ title for the Largest Sports Sticker Exchange in 8 hours (multiple venues)

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Across every phase, Taylor translated Panini’s global legacy into a sustained story that invited longtime collectors and new fans alike to take part in a tradition that has become synonymous with the tournament over the course of more than half a century. The trophy may have been lifted, but there are still stickers to collect.

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