Panini The challenge What we did The results FIFA World Cup Sticker Book The challenge To get Panini football sticker books directly into the hands of 6-10 year old boys and girls who like football in the run up to the 2014 World Cup. What we did Distributed 100,000 Panini World Cup sticker books to 650 Primary schools across the UK and through our good relationships with schools ensured we got buy in from those wanting to participate. The results The campaign reached 871,000 children and received fantastic feedback. Schools really embraced the initiative, using the sticker books in lessons to build up greater knowledge about countries competing in the World Cup. Environment: Schools Media: Ambient Campaign: National