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 of Sydney to reframe how visitors see the city — through the lens of goalposts. Our interactive Instagram experience recreated the official World Cup ball in AR and challenged fans to use it to score goals across Sydney and be crowned the World Cup’s top goalscorer.