NEW YORK, NY, July 7, 2010 – The World Cup theme song, Waka Waka: This Time For Africa, sung by international singing and dancing sensation Shakira – was developed by Ogilvy & Mather Executive Creative Director Antonio Navas in collaboration with the singer.
"It has been a pleasure to collaborate with a creative mind like Antonio's, he truly understands the world's cultures and with just an image or a word is capable to capture a universal truth. While conceptualizing the Waka Waka video we understood each other perfectly, he is a great person because he immerses himself completely in the project, and has a great sensibility. I will always be grateful for his help on this project,” said Shakira.
With a record-setting 80 million views since the video first launched in advance of the World Cup, Waka Waka is on track to become the most viewed video of all time. In addition to the video, Navas and his partner, Ricardo Leme Lopes also designed the T-Shirt, logos and merchandising for the Official FIFA World Cup song.
"The idea behind the video was to take the viewer on a trip around the world, ending in Africa,” explained Navas. “I had worked with Shakira and her team in the past and was flattered to be called to develop the conceptual approach to this amazing song and bring its message to life.” In his work at Ogilvy, Navas has collaborated with esteemed photographers such Annie Liebowitz, Richard Avedon, and Elliott Erwitt on campaigns for such clients as American Express, Coca Cola, Puerto Rico and others.
Navas spent a weekend in LA shooting the video in multiple languages with DNA Films director Marcus Raboy. At a rate of 4 million hits a day it could soon be the most watched video in the history of You Tube, and has become the anthem of the summer.
The video, which features Lionel Messi of Argentina, Dani Alves of Brazil and Gerard Piqué of Spain, as well as Shakira, and members of South African band “Freshly Ground,” has become one of the most viewed YouTube films ever - and rivals Michael Jackson's "We Are The World" in terms of grassroots attention. Instructional videos were also posted teaching people how to dance the Waka Waka move. Thousands of videos have also been posted showing millions of people all over the world doing the now famous move.
The T-shirts and logo designed by Ogilvy’s Ricardo Lopes, a world renowned art director and designer, were so popular that the president of Mango, an international clothing label agreed to sell them all over the world. Proceeds from the sales of the t-shirts go directly to The Barefoot Foundation, a US-based non-profit founded by Shakira whose mission is to make education universally available to every child.
“The whole world is now wearing these t-shirts,” said Lopes. “It’s very gratifying as a designer to see something you have created worn by people around the world -- and for me to see them on my soccer heroes is amazing,” noted Lopes, a native of Brazil.