Puma has launched a new campaign in partnership with BigTime Creative Shop to mark the 67th anniversary of the Saudi-based football club, Al Hilal Football Club.
The anniversary campaign was launched in tandem with a special edition kit, a collaboration between Puma and Al Hilal, that takes inspiration from the club’s vintage designs, and pays tribute to the club’s history and heritage.
A key element of the campaign is the strategic revival of the iconic “Oh Ya Hilali” chant, a melody that is familiar to Al Hilal fans. The chant has been reimagined as the central campaign theme, linking the brand’s storytelling efforts to the club’s legacy. By leveraging this emotional connection, the campaign aimed to tap into Al Hilal’s fan loyalty while reinforcing the heritage of the club.
This chant, which holds deep resonance among supporters, has been reimagined and reintroduced as a central campaign theme, linking the brand’s storytelling efforts to the club’s legacy.
The chant reflects the deep connection between the club and its supporters, symbolising the enduring pride and spirit that have defined Al Hilal over the decades. The campaign film features high-profile football figures such as Neymar, Bono and Aldawsari, alongside a cast of passionate Al Hilal fans. Each individual shares insights into their personal association with the club and the “Oh Ya Hilali” chant, creating a narrative that aligns the fanbase with the key messaging of the campaign.
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Additionally, a series of vintage-inspired posters support the campaign, capturing the essence of Al Hilal’s journey. These posters blend nostalgia with a look toward the club’s future, celebrating its achievements and legacy.
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BigTime Creative Shop aimed to blend tradition with modernity through this campaign, honouring the club’s history while reinforcing its future ambitions.
The special edition kit and promotional materials were launched together to offer fans the opportunity to celebrate Al Hilal’s 67th anniversary and show their support.
