| Brand | DUBAI HOLDING |
| Product/Service | UAE FOOTBALL TEAM SPONSOSHIP |
| Entrant | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
| Category | Corporate Information |
| Entrant Company: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
| DM/Advertising Agency: | LEO BURNETT DUBAI, UNITED ARAB EMIRATES |
Credits |
The Brief
Dubai Holding wanted to gather momentum and recruit support behind the UAE football team ahead of the GCC games.
Creative Execution
A football game without fans is not complete since involving the fans in the game creates the bond between the players and supporters.
Describe the creative solution to the brief/objective.
The idea is to make the fans the 12th Player.Recruit as many as possible 12th Players to help the team win their games.
Results
The initiative generated excitement and enthusiasm among the local fans who embraced the 12th Player concept as evident in game attendance which resulted in big exposure and success of the branded kandooras and other collaterals.
Credits
| Malek Ghorayeb |
Leo Burnett |
Executive Regional Creative Director |
| Christian Khoury |
Leo Burnett |
Creative Director |
| Alex Choucair |
Leo Burnett |
Associate Creative Director Copywriter |
| Dima Alami |
Leo Burnett |
Graphic Designer |
| Dana Abdulal |
Leo Burnett |
Communications Exec |
| Nader Al Attar |
Leo Burnett |
Jr. Comm Exec |
| Rebeca Wicks |
Leo Burnett |
Copywriter |