2011 Winners & Shortlists

Brief Explanation

The Lebanese national football team ranks 160th in the world but that doesn’t dampen anyone’s spirits when the World Cup comes around. Mainly male football fanatics turn the city into a jungle of flags from around the world. And however much they love the women in their life, they don’t want them interfering in their love for the game. The creative solution: bring men to LeMall, a prime female shopping destination. By turning the retail space into a stadium-like venue broadcasting the games live. Giving men the ideal setting to enjoy the game, while shopping would distract their partners.

The Brief

Drive traffic to Le Mall during the FIFA season.

How the final design was conceived

A campaign was developed directed at men to bring the women in their lives to the game at Le Mall. Using foosball, we projected female players draped in the colors of Italy, Germany and Brazil respectively. Furthermore, within 24 hours of its launch, everyone was talking about the campaign on blogs, social networks, and in magazines. Feminists also took notice, but they didn’t see our ‘hit back’ campaign coming. Women with daring statements, asserting their preferences and their knowledge of the game.

Indication of how successful the outcome was in the market

For the first time 2500m2 of a retail space were entirely dedicated to World Cup fans 10000 people watched the games in Le Mall leading to a 35% increase in footfall, of which 68% were men.