Brand | ADIDAS |
Product/Service | SPORTSWEAR |
Entrant | HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Sports: Film, Series & Audio |
Idea Creation
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HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
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PR
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RED HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
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Production
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LA COSA Dubai, UNITED ARAB EMIRATES
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Why is this work relevant for Entertainment?
In an era of viral stunts and guerilla takeovers that get shared more than anything else, we created two pieces of content that encouraged the world to change the way they've always perceived female footballers from the Middle East.
The online film captured Zinedine Zidane, a legend of our times, and Nouf Faleh, a rising star from the UAE playing the ultimate game of footvolley through one of Dubai's greatest landmarks, the Dubai Frame. Making it a must-watch for every football fan in the world, and sparking global conversations about Middle Eastern female footballers who deserved to be recognized.
Background
In the Middle East, 77% of men grow up playing football. Due to societal pressures and norms of the community, that number is less than 23% when it comes to women.
As a result, there are almost no Middle Eastern women representing female athletes in the international football fraternity.
We wanted to give every young Middle Eastern girl a new icon to look up to. Someone who made them feel that they too could one day be recognized for their talent.
Describe the creative idea
We turned Nouf Faleh, a rising star from the local Dubai football scene and turned her into a global phenomenon.
Her journey started with a film showing her exceptional skills being noticed by the legend, Zinedine Zidane. Seeing him ask for her name sparked instant global conversations.
Then at one of Dubai's most iconic landmarks, the legend of today passed on his legacy to the icon of tomorrow, by playing the ultimate game of footvolley through the Dubai Frame. Something that had never been done before.
In less than a month, Nouf went from being a local player with a modest fan following to having the whole world talking about her being the future of football.
Firmly putting female athletes from the Middle East on the global map.
Describe the strategy
Middle Eastern Female athletes like Nouf have always had the talent worthy of being celebrted globally. The only thing they've never had is the platform to showcase their skills.
We knew that the best way to capture the world's attention was to capture that of a legend worshipped by every football fan.
No one fit that bill better than the legend himself, Zinedine Zidane.
Once Nouf piqued his interest, we were certain that the world would follow.
All we had to do was have the two of them do the unthinkable - playing a game of footvolley in the most unexpected place in Dubai, the Dubai Frame.
Describe the execution
We started with an online film showing Zinedine Zidane attending a practice match of one of Dubai's local clubs. That's where he notices a young girl with skills exceptional enough to perform his own signature moves to perfection. Instead of the brand telling the world who she was, we had Zidane ask the question that was on everyone's mind. Once he did, the name Nouf Faleh took social media by storm.
Zidane and Nouf then took everyone's excitement to new heights with the ultimate stunt. Playing a game of footvolley through one of Dubai's most iconic landmarks, the Dubai Frame.
The video of the two lobbing the ball through this landmark instantly made the news across 15 countries.
Turning Nouf Faleh, a local female footballer from Dubai, into the face of the future of Middle Eastern football.
Describe the outcome
Total reach: +70 Million
Earned media: + $4 Million
Global coverage: Across 15 countries
Credits
Fabio Silveira |
Havas Middle East |
General Manager |
Joao Medeiros |
Havas Middle East |
Executive Creative Director |
Anshuman Bhattacharya |
Havas Middle East |
Creative Director |
Jonathan Cruz |
Havas Middle East |
Art Director |
Nicholas Bristow |
Havas Middle East |
Senior Copywriter |
Nagat Idris |
Havas Middle East |
Copywriter |
Irina Siraeva |
Havas Middle East |
Art Director |
Joao Ruas |
Havas Middle East |
Client Services Director |
Adrian Mutescu |
Havas Middle East |
Strategy Director |
Alessandro Candotti |
Havas Middle East |
Social Media Director |
Martina Niranjini |
Havas Middle East |
Production Manager |
Razan Karim |
Red Havas Middle East |
Communications Director |
Salma Malaeb |
Red Havas Middle East |
Communications Executive |
Arnaud JeanGirard |
adidas |
VP Brand adidas Emerging Markets |
Amrith Gopinath |
adidas |
Senior Director Brand adidas MENA |
Paul O'Connor |
adidas |
Director Brand Communications and Sport Marketing MENA |
Chris Smith |
adidas |
Manager Newsroom and PR |
Myriam Khoury |
La Cosa |
Executive Producer |
Giorgio Bruni |
Lacosa |
Director |
Links
Video URL
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