2019 Winners & Shortlists

Cultural/Context information for the jury.

During World Cup season, out of home football viewership increases exponentially. People love to share their feelings in football venues that mirror a small part of the stadium experience. Through a direct experience in the most popular sports bars and venues, we managed to connect with people, crafting a personalized item that would inspire them to experience the joy of World Cup.

Write a short summary of what happens in the ambient or digital execution or campaign.

Two months before the World Cup, we created a bespoke campaign targeting nationalities whose teams weren’t taking part in the World Cup. The unbranded campaign came with a simple message: Find your roots through DNA testing. Out of thousands of applicants, we invited those who showed the highest interest for football to take the test. During the WC opening week, we invited the same people to discover the findings of their DNA test at Dubai’s most popular viewing arenas. We surprised them with an unexpected reveal; a hand-crafted football jersey made up of their DNA heritage. More importantly, proving that they do have a team to support. Turning the World Cup into a moment of discovery and inclusion, and truly bringing the universal joy of football, to everyone.