BRIEF

Café Bustelo launched its Game Face campaign to celebrate the passion, pride, and cultural traditions surrounding the world's biggest soccer tournament. The campaign commissioned artists from Argentina, Mexico, Brazil, and Colombia to create original artwork inspired by their home countries, bringing authentic cultural perspectives to fans through both packaging and large-scale public art. Consumers could purchase limited-edition Café Bustelo cans representing each nation, with every can including a matching Game Face tattoo kit inspired by the artwork and designed to help fans show their support on match day.

BUILD

Overall Murals partnered with Café Bustelo to hand paint three large-scale murals in Boston, Los Angeles, and New York City—three major U.S. markets with deep soccer cultures and host regions for matches during the FIFA World Cup 2026™. Each mural featured original artwork by an artist native to the country it represented, ensuring that every design reflected an authentic cultural perspective. Argentine artist Josefina Schargorodsky of Buenos Aires created the Argentina artwork in Allston, Boston; Mexican artist Raul Urias of Mexico City designed the Mexico mural in Silver Lake, Los Angeles; and Brazilian artist Mel Cerri of São Paulo developed the Brazil mural in SoHo, New York City. Together, the murals transformed prominent walls into vibrant celebrations of culture, identity, and the shared passion that surrounds the world's biggest sporting event. The artwork extended beyond the walls through Café Bustelo's limited-edition packaging, where fans could discover matching Game Face tattoo kits inspired by the same designs and wear them while cheering on their teams.

REVEAL

Each mural translated national symbolism into a bold visual language rooted in the artist's own heritage. Argentina's design featured the Sol de Mayo, swallows, horses, mountain landscapes, and flowing waterways inspired by the country's natural and cultural landmarks. Mexico's artwork incorporated jaguar imagery, indigenous geometric patterns, floral motifs, and references to Quetzalcoatl, honoring the country's rich artistic and mythological traditions. Brazil's mural celebrated the nation's tropical identity through carnival-inspired forms, a jaguar, macaw, butterfly wings, and vibrant floral patterns drawn from Brazilian textile traditions. From the perspectives of artists who call these countries home, Café Bustelo created a series of authentic cultural portraits that connected local audiences to the tournament's global spirit.

IMPACT

Across Boston, Los Angeles, and New York City, the three murals generated more than 1,795,374 impressions during their installation period, creating widespread visibility in key FIFA World Cup 2026™ host markets. By combining hand-painted artistry with limited-edition product packaging, Café Bustelo created a campaign that connected public art, cultural storytelling, and consumer participation. The murals amplified the work of artists from Argentina, Mexico, and Brazil, while the collectible Game Face tattoo kits brought those same designs directly into fans' hands. Together, these physical and experiential touch points transformed the campaign from a traditional advertising effort into a celebration of Latin culture, national pride, and the shared rituals that make the world's biggest sporting event so meaningful.