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 Burnett Doha. “Our present is interlaced, and together we shape a brighter future. This is the message we want to spread to make every individual feel as an Arab, whether they are Qatari, Moroccan, Iraqi or Yemeni. We want them to feel that they belong to one nation. The Arab nation. With 21 Arab countries gathering in one place, the Arab Games are the perfect stage and platform for everyone to demonstrate their unity and pride when the whole world’s eyes will be on us.”
Qtel’s Asma Thani AlThani, branding analyst – group communications, said: “Our regional advertising campaign has been designed to fuel anticipation for this world-renowned event. Sports fans in Qatar will find endless ways to celebrate athletic performance and Arab pride: from a new BlackBerry and Apple smartphone-compatible mobile app on which they can follow the progress of every event and every athlete during the games, to a special Aspire Park Qtel Fan Zone with games, entertainment and an environment conducive to connecting and celebrating.”