Durban - The official 2010 FIFA World Cup poster was unveiled this weekend depicting the African continent forming a man's profile heading a ball.

The winning poster was designed by the South African creative agency Switch, which also created the official world cup emblem.

The agency won the poster competition over three rival companies in a nation-wide public vote which gave South Africans the unique opportunity of choosing the official poster for the world cup.

South Africans who voted via the internet or SMS entered into a lottery to win two tickets to the world cup match. The ecstatic winner, Marilyn Rhoda, received her tickets in the form of a large mock ticket.

FIFA President Sepp Blatter said portraying a country in the shape of a man heading a ball is a new idea with potent symbolism.

“For me, football is all about emotion and passion, which is why I was particularly attracted to this poster. It invites the world to join in the celebration of the greatest football event on earth, while highlighting the pride and passion of the African continent and her people.

"It represents the African dream come true. South Africans made a good selection for the poster, which will represent their country all the way up to 2010,” Mr Blatter said.

According to a statement released by FIFA, the poster depicts a celebration of the African continent as well as everyone who calls it home.

“[It] is symbolic of the relationship between football and Africa and captures a sense of excitement, awe and aspiration. It also reflects the positive impact that world cup will have on Africa.

“Africa is the hero of the official event poster,” read the statement.

The poster was described as portraying the shape of the continent which almost naturally lands itself to the shape of a man's profile. The face is said to represent every African supporter from Morocco in the north, Gambia in the east, Kenya and Ethiopia in the west to South Africa in the south.

Local Organising Committee (LOC) Chief Executive Officer (CEO) Dr Danny Jordaan said the official poster symbolises the important role of football in the history, tradition and culture of the African continent.

He said it recognises that football has been an inspiration for a better future and a generator of hope in Africa. "It recognises that Africa has a football face and a football heart."

>From a total of 16 creative entries, all submitted by South African-based agencies, three proposals were pre-selected for the public vote by South Africans.

The jury consisted of FIFA Secretary General Jerome Valcke, Dr Jordaan, Minister in the Presidency Essop Pahad, Deputy Finanance Minister Jabu Moleketi, among others.

Mr Jordaan said at the unveiling of the poster selection process in September that it was the beginning of their attempts to involve the people of the country in shaping the important messages and images of this FIFA World Cup.

"The people of our country and continent have walked this road with us since we first attempted to host this event in 1994 and we have to continue this journey to deliver Africa's first FIFA World Cup together," said Dr Jordaan at the time.

FIFA General Secretary Jerome Valcke said in September that it was important for the people of the host country to have a final say in the choice of the official poster, which will represent the country up to the last whistle on 11 July 2010.

"I also want to congratulate the South African design industry on the creation of such wonderful artwork, all of which express the diversity and colourfulness of Africa in a symbiosis with the beautiful game," he said at the time.

Before the voting began, Minister in the Presidency, Essop Pahad said the three proposed posters were of a high quality.

"This is one of the most important public phases we will have in relation to the world cup," Mr Pahad said at the time. - BuaNews