Saudi Telecom Company/ STC Design & Branding IT'S OUR GAME! by J. Walter Thompson Riyadh


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Industry TV Channels/Radio Stations and Programmes
Media Design & Branding
Market Saudi Arabia
Agency J. Walter Thompson Riyadh
Director Fayez Jabri
Executive Creative Director Chafic Haddad, Nizar Swailem
Creative Director Ali Baasiri
Copywriter Yazeed Al-Harthi
Producer Jad Abou Jawdeh
Photographer Steve Kozman
Released February 2011

Credits & Description

Category: Posters
Agency: JWT
Date of First Appearance: Feb 28 2011
Entrant Company: JWT, Riyadh, SAUDI ARABIA
Entry URL:
Chief Creative Officer: Ramsey Naja (JWT Mena)
Executive Creative Director: Chafic Haddad (JWT KSA)
Executive Creative Director: Nizar Swailem (JWT Riyadh)
Creative Director: Ali Baasiri (JWT Riyadh)
Associate Creative Director/Art Director: Rayyan Aoun (JWT Riyadh)
Copywriter: Yazeed Al Harthi (JWT Riyadh)
Photographer: Steve Kozman (Intaj Beirut)
Calligrapher: Julien Breton (Freelance)
Director: Fayez Jabri (JWT Riyadh)
Producer: Jad Abou Jawdeh (JWT Riyadh)
Account Manager: Alaa Abu Hammeen (JWT Riyadh)
Planner: Dana Al Kutoubi (JWT Riyadh)
Media placement: Poster - STC Compound And STC Outlets - 28-Feb-11

Describe the brief from the client
Saudi passion for football is not limited to support of local clubs, but even extends to international leagues - with European club games being highly anticipated. Over the years, STC has leveraged this passion to become the leader in football-related content, linked to its sponsorship of two world-leading clubs: Real Madrid and Manchester United.
Our brief was to communicate STC's commitment to football in a way that was relevant to the youth, while encouraging them to visit the website and sign up to the STC football news and information services.

Describe the challenges and key objectives

Since STC is viewed as a leading Saudi company with a strong local cultural identity, our main challenge was to communicate STC's international football platform without compromising their local cultural identity.

Describe how you arrived at the final design

We used a very locally relevant art-form, calligraphy, as a tool to bridge this gap.
Football and calligraphy have a common denominator: both are clear expressions of talent and passion. By combining elements of football and calligraphy, we were able to create layouts highlighting a number of footballing attributes, but which also had a powerful emotional appeal.
The sporting attributes [strength, speed, precision, skill, performance, experience] were expressed in calligraphic representations of those words in Arabic, arranged around Real Madrid and Manchester United players. The smooth yet strongly defined curvature of letters complemented each footballer's posture and moves. This treatment reflected the campaign message of 'It's our game'.

Give some indication of how successful the outcome was in the market
The campaign was a resounding success, with die-hard Saudi football fans even calling and visiting STC stores to try and get poster versions of the visuals to display in their homes, at universities and in sports clubs.