“Who’s that cutie running with the ball? I love his hair!” is just one of the helpful comments women make every four years when forced to become at least marginally interested in football and the World Cup – a time when they lose their men to the beautiful game. Armed with that insight and with football fever rampant in the JWT Beirut office, the agency had fun toying around with ideas and perceptions that would become the Le Mall Fifa campaign.
The campaign plays on women’s perceived cluelessness about football, which the agency hopes will help Le Mall avoid the usual World Cup advertising clutter. The print campaign also allows JWT Beirut to reconcile a brand that celebrates individuality with coming together around the world’s most popular sporting event.
Project Take her to the game
Client Acres Holding – Le Mall
Brief Entice people to come and watch World Cup games at Le Mall
Creative agency JWT Beirut
Creative team JWT Beirut
3D modelling and post-production Blacksmith Studios
Exposure Print
