Destination NSW x FIFA Women’s World Cup 2023 — #ScoreSydney

At the 2023 FIFA Women’s World Cup, Sydney was hosting the most games and the final. Destination New South Wales tourism wanted to get visiting footy fans exploring the best of the city during the tournament.

So we created a World Cup within a World Cup, taking footy from the stadiums to the streets to reframe how people see the city — through the lens of goalposts. Our Instagram experience with an AR recreation of the official ball challenged fans to score goals across Sydney and be crowned the World Cup’s top goalscorer.