MAM
Apex-Brasil is 2014 soccer WC sponsor
MUMBAI: Soccer‘s governing body Fifa has announced the latest addition to its group of sponsors, with Brazilian Trade and Investment agency, Apex-Brasil, agreeing to a deal to become the fifth National Supporter of the Fifa Confederations Cup Brazil 2013 and the 2014 Fifa World Cup Brazil.
The agreement provides Apex-Brasil with the opportunity to showcase Brazilian industry in general as well as promoting Brazil as an innovative and sustainable country. The two events will facilitate Apex-Brasil‘s mission to bring together Brazilian businesses and potential foreign investors, with a view to strengthening business ties and securing investment.
Brazilian Minister of Sport, Aldo Rebelo, highlighted the relevance of the partnership established between Apex-Brasil and Fifa. “In addition to being one of the world´s biggest sporting events, the Fifa World Cup also features a major opportunity for its host country. Thanks to Apex-Brasil‘s valuable initiative, Brazilian products and services, cutting-edge technology, gastronomy and fashion will be showcased at an exceptional promotion station which is to be set up during the event. And the country shall take advantage of this unique opportunity, which adds to its economy and its image perception worldwide.”
Brazil‘s Minister of Sport Aldo Rebelo said, “Thanks to Apex-Brasil‘s valuable initiative, Brazilian products and services, cutting-edge technology, gastronomy and fashion will be showcased at an exceptional promotion station which is to be set up during the event.
Apex-Brasil president Mauricio Borges reflected on the agreement, stating, “The trade promotion actions to be implemented during the Fifa World Cup and the FIFA Confederations Cup encompass unparalleled opportunities for us to present an innovative Brazil to the world, a country capable of organizing major sporting events and of developing products and services with high added value and unique design.”
Fifa marketing director, Thierry Weil commented on the agreement, saying, “It gives us great pleasure to welcome Apex-Brasil as the latest National Supporter of the Fifa Confederations Cup 2013 and the 2014 Fifa World Cup. The events present Apex-Brasil with the ideal platform to position Brazil as an attractive business destination. We truly have a common goal – to focus the eyes of the world on Brazil, showcasing the strength of this unique country.”
The agreement with Apex-Brasil represents the penultimate partnership to be signed in the build up to Brazil 2014, with Fifa‘s sponsorship structure now almost complete. All global sponsorship slots are occupied, with just one National Supporter space left to fill.
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Tribes and Omnicom Media win Gold for HSBC Living Hexagon at ET Awards
Kinetic OOH installation turns HSBC’s iconic logo into a living landmark
MUMBAI: Tribes Communication and Omnicom Media have secured a Gold win at the ET Design & Creativity Awards for their innovative out-of-home installation, The Living Hexagon, created for HSBC.
Awarded in the Most Creative Traditional OOH category, the project reimagines one of the world’s most recognisable banking symbols into a dynamic, ever-evolving structure. Designed for HSBC’s International Financial Services Centre presence, the installation was conceived to do more than simply grab attention. It aimed to seamlessly blend into the fast-growing ecosystem of GIFT City.
At the heart of the idea is HSBC’s iconic hexagon, typically associated with precision and consistency. Tribes transformed this static identity into a kinetic structure that responds to natural elements such as wind and light, creating a sense of continuous motion. The result is a visual experience that shifts throughout the day, echoing themes of adaptability and momentum.
Constructed using modular triangular units arranged along a precise geometric axis, the installation moves in synchrony, giving the illusion of a fluid, living form. While the structure evolves with its surroundings, it retains the unmistakable identity of the HSBC brand, striking a balance between innovation and familiarity.
Strategically placed at a key entry point into GIFT City, the installation functions as both a landmark and a statement. It reflects the pace and dynamism of global finance while embedding the brand into the city’s architectural narrative.
With this win, Tribes Communication and Omnicom Media underline the growing role of experiential and design-led thinking in traditional media, proving that even the most established brand assets can find new life when reimagined with creativity and context.
