FeaturedSocialThe WorkVideoVideo & Audio

FP7 McCann and Adidas ‘Bring It’ in rallying cry to Arab youth

FP7 McCann Dubai collaborated with Adidas for the very first time to create a powerful campaign to strike a chord with Arabic Gen Z’s, showing off their culture and their unique world views and resilience. The campaign is to promote a range of casualwear bespoke to the region, ahead of the Qatar FIFA World Cup Launch.


View this post on Instagram


A post shared by adidas MENA (@adidasmena)

Felix Bedolla, manager for Football Communications across MENA commented:  “The Arabic world is changing faster than anywhere else. Arabic Gen Z’s can’t look to their parents for guidance because the world they’re heading into resembles nothing that has come before.  So, it’s up to them to face up to it in their own way. “Bring it” is our articulation of Gen Z’s seeing this unknown as a space for possibility, and a space for them to be who they want to be.”

The film was directed by Amin Soltani of Craft MENA, and produced by Big Kahuna Films.


Agency:  FP7McCann Dubai.
Creative Directors: Paulo Engler & Stefan Schutte
Strategy:  Mario Morby
Account management: Patrick Abou Chahla & Karim Takieddine
Adidas client team:  Paul OConnor, Felix Bedolla, Varun Khare, Verena Mayer
Production: Big Kahuna Films
Post production: Televisore Poland
Director:  Amin Soltani (Craft MENA)
Editor:  Marcos Cardoso (Craft MENA)