QATAR TOURISM – NO FOOTBALL. NO WORRIES
Agency: AMV BBDO
The challenge
During the World Cup, how do you promote Qatar to audiences when football isn’t actually the focus – and prove there’s more to the destination than the game itself?
The idea
Flip expectations. If there’s “no football,” there’s no problem. Use a football legend to show everything else Qatar has to offer.
The work
A series of playful, unexpected films starring Andrea Pirlo, placing him far from the pitch and into distinctly Qatari experiences – sandboarding the Inland Sea dunes, exploring the Museum of Islamic Art, and kitesurfing at Fuwairit Kite Beach. The films balanced humour, warmth and spectacle, positioning Qatar as a world-class destination beyond football.
Role
Creative Director Team – concept, creative direction and campaign tone.