For the 2022 FIFA World Cup, BBC Sport launched a campaign built around a creative concept:

“A funny thing happens during the World Cup…”

The idea explored how everyday routines shift when the tournament begins — as fans become absorbed in matches, highlights and moments of drama.

ON THE SLY worked with the BBC Sport team to develop the audio for the radio versions of the campaign, translating the visual concept into a format built entirely through sound.

Using the campaign’s voiceover, commentary and music, we designed the mixes to carry the humour, rhythm and escalation of the original idea while ensuring each trail landed clearly in an audio-only environment.

The result was a series of radio trails that captured the distinctive tone of the campaign, bringing the excitement and cultural impact of the World Cup to BBC Sport audiences across radio and audio platforms.

Projects like this sit alongside ON THE SLY’s wider work creating audio storytelling for major broadcast events and global sporting moments.