2016 Winners & Shortlists

The Campaign

Football is big in the Arab world and within UAE. Etisalat’s sponsors the professional football league within the UAE. Therefore, du strategically took on developing the grassroots’ level football scene where they would scout for the best under 15 players all across the UAE and send them to train in Spain at La Liga. To promote this; an animation film was developed, however, it had to be kept in mind that the animation graphics had to be crafted as such so that they would not only appeal to the kids but even their parents. Culturally, parents are the final decision makers whether their kids can participate or not and if they see a harm for their kid, they back out. Hence, we had to ensure the films didn’t look like intense hardcore "PS4 call of duty" kind of graphics and had a friendly, safe, happy and assuring feel. We also had to keep in mind that the animation style reflected du's value and identity.