There is a scientific number thrown around the marketing circles that 90% of information absorbed by the brain is visual. I’ve never questioned that. Not only does my livelihood rely on it being true, but when I’ve applied the theory to the every-day aspect of my own life, I’ve found it to be an accurate depiction of the inner workings of my cranium.

So when the news broke this morning about senior FIFA officials being arrested on corruption charges, my mind immediately turned to the place it usually does for most videographers with a casual interest in world football – the World Cup video submission.

In the grand scheme of things, video submissions that accompany world cup bids (particularly to those involved in the final voting process) aren’t the biggest deal in the world. But for others, they’re everything.

They introduce audiences to a landscape in ways that text and powerpoint presentations cannot achieve. They provide a gateway for audiences to see the world through the lens of the storyteller. To bring the subject to the feet of the viewer, and tell a story in any way that you feel appropriate.

Steven Spielberg once famously explained that every film piece should provoke an emotional reaction amongst its audience. I always try my best to apply this to everything I film.

On the subject of bidding pieces, there are two other layers that need to be addressed by the final cut. With the inclusion of Spielberg’s gem, they are;

1. Provoke an emotional reaction.

2. Address as many concerns that a person would have with your pitch in the simplest way possible.

3. Paint a vision of what a client can achieve if entrusted with an event.

If this were the criterion that FIFA awarded hosting rights to the World Cup on (and as we’ve previously established, it isn’t) then not only is Qatar the right choice – it’s the right choice by a long, long way.

In one short but powerful clip, producers achieved each of the three things that were previously mentioned. They provoked a reaction by speaking to the nations past (and present), wisely addressed one of the biggest (and most underrated) concerns for anyone seeking to host a global event (time zone problems) whilst simultaneously addressing other concerns whilst painting a vision of what can be achieved.

Say what you want about the other elements surrounding Qatar’s bid, but their video team nailed this!

For good measure, here are the links to the submission videos from Qatar, America and Australia.

If you were giving the World Cup to someone based on their visual presentation, who would YOU have awarded it to?