Qtel has launched the most far-reaching sponsorship campaign ever produced for a major sporting event in Qatar.
The campaign, which is a celebration of athletic performance and Arab pride, is being rolled out as part of Qtel’s diamond sponsorship of the 12th Arab Games, which kick off in Doha on 9 December.
Created by Leo Burnett and production company Joy Films, the work is centred on a 60-second TVC that spreads a message of unity, pride and belonging amongst all Arabs following recent upheaval in the region.
“It’s a wake-up call or a reminder that we – Arabs – speak the same language, share the same great history and values,” said Munah Zahr, creative director at Leo Burn
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