I T H R A _ B Y _ A R A M C O
From Strike to Stroke
At its core, football embodies the spirit of simplicity, but also creativity and innovation. It constantly evolves, embracing new tactics and technologies and supporting different communities. Over the years, football has transcended the boundaries of physical competition to become a canvas for cultural storytelling. A shining example of this was the intersection between football and art, which unfolded during the Qatar FIFA World Cup 2022.
Q A T A R _ L I V E
Qatar Live by Qatar Airways
Global pop icons Katy Perry, Maluma, and Maroon 5 wowed crowds with sensational performances at the Doha Exhibition and Convention Centre (DECC) for the Qatar Live series of concerts from December 11-21 of 2019.
The artists celebrated their first appearances in the State of Qatar as part of the Qatar Live series of special music concerts and festivals organised by Qatar Airways and Qatar National Tourism Council (QNTC).
I created the media strategy and creative to make sure we Sold Out every show.
P U M A / A R S E N A L
Puma Gunners
Premier League leader Arsenal FC has announced it is changing kit maker to Puma from Nike, after two decades with the US sportswear giant. This is how we created, with my team at Momentum MENA, awareness around this historical agreement.
S U B W A Y _ A R A B I A
Inches to Togetherness
A social experience on social media in a social month such as Ramadan. Subway used what's at the core of it's product - Inches - to create a special and memorable experience during the special month, that brought people together. And through the power of togetherness, also gave back to those in need, staying true to the spirit of Ramadan. Winner of the 2012 GEMAS Effie Awards - Gold in the Best Use of Social Media category. This was the highest award presented in the category - and one of only 6 Golds presented on the night! The entire campaign was developed by my team in Momentum MENA.
A L H I L A L B A N K
#DonateMySmile
Al Hilal Bank's "Donate My Smile" was a past Ramadan campaign (around 2014) where they used smile-activated machines to collect smiles, translating them into monetary donations for charities, part of their "Jood Bil Khair" initiative to support various UAE charities. While that specific campaign isn't current, Al Hilal Bank still partners with programs like Smiles for discounts on food/groceries, but the original "Donate My Smile" was a distinct CSR effort for charity, not a current customer rewards program. The entire campaign was developed by my team in Momentum MENA.
S O N Y X P E R I A
Say It Like Bond
On October 26, 2012, James Bond's new movie 'Skyfall' landed in Dubai. In the film, Daniel Craig can be seen using the latest Sony Xperia Ion phone. We were briefed to generate excitement around Sony's sponsorship of the film, its new flagship phone, and develop an experiential idea to capture the cinemagoer's attention at the Mall of the Emirates, Dubai. The 'Say It Like Bond' Challenge -- A live experiential interactive game that allowed cinemagoers to use their voice to unlock and win a racetrack driving experience in the Aston Martin. The entire campaign was developed by my team in Momentum MENA and the FP7 McCann creative team.