The World Cup poster becomes a defining image for the tournament and its era – getting it right is a fine art. Back in 1998 our team of researchers unearthed a few early drafts that didn't quite make it
World Cup posters attempt to catch a national mood and then, as now, Sweden led the world when it came to doomy angst. As the designer responsible for this first stab at the poster commented: "What's the point? We're going to fail to qualify the next time anyway." The shallow hedonists at FIFA, however, were after something a little more upbeat.