2011 Winners & Shortlists

Results and Effectiveness

• As Sheikh Zayed Road is the main highway in Dubai, over 250,000 commuting vehicles per day would have seen the banner.

Creative Execution

We installed a bridge banner on the central highway and placed all the flags of the participating countries. Whenever a team was knocked out of the World Cup their flag was lowered until there were only two left. This essentially made our bridge banner a kind of World Cup scoreboard encouraging friendly banter between people, who could point out that their friend’s flag no longer appeared to be flying.

Insights, Strategy and the Idea

• Objective & challenge: Castrol Oil was a worldwide sponsor for the FIFA World Cup 2010. Our platform for the World Cup revolved around the friendly banter that is a big part of world cup fever.