2015 Winners & Shortlists



Case Film

Presentation Board

CategoryUse of digital in a promotional campaign
Entrant Company FITCH London, UNITED KINGDOM
Advertising Agency FITCH London, UNITED KINGDOM

The Brief

Qatar Football Association's new brand identity and position needed to promote the game across the country in a way that connects with their tech-literate fan base. QFA needed to position themselves at the forefront of digital promotion in order to establish themselves as the world's pioneering football association.

Describe how the promotion developed from concept to implementation

The QFA logo presents a living, breathing and reactive identity that responds to the power of the fans pure human emotions during the game. The logo morphs and changes in reaction to social feeds, keeping fans constantly engaged and pushing the limits of brand interaction. The logo is never static and continuously in motion.

Describe the success of the promotion with both client and consumer including some quantifiable results

Be part of it. Since its launch the brand platform, logo and identity had leveraged high levels of social engagement with the fan base and gate receipts increasing by 6% in the first two months of launch. The fans and the brand have become one identity, working together to establish QFA as revolutionaries in brand engagement.

Explain why the method of promotion was most relevant to the product or service

Qatar is a young country, and over the years QFA have received massive investment in developing its sporting infrastructure in the country (recently winning, 2022 World Cup, represents this best). QFA’s biggest challenge was awareness and engagement with its fans on the importance the national football team plays for the country. Our responsive new brand created an identity that was dynamic and responsive, engaging with all fans that were emotionally and continuously on the move to help them have a greater connection to QFA.


Name Company Role
Jimmy Kmeid FITCH Associate Design Director
Lusia Zakarian FITCH Client Manager
Naoum Al Rami FITCH Client Servicing Director
Angelo Bellandi FITCH Creative Director
James Pendergrast FITCH Designer