Go Sport Digital, Case study Champions' Hijack [image] 2 by TBWA\RAAD Dubai

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Champions' Hijack [image] 2

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Industry Apparel & Accessories Stores
Media Digital, Interactive & Mobile, Case study
Market United Arab Emirates
Agency TBWA\RAAD Dubai
Chief Creative Officer Walid Kanaan
Executive Creative Director Fouad Abdel Malak
Creative Director Manuel Bordé
Art Director Gabriel Gama
Copywriter Guilherme Grossi
Released October 2016


D&AD 2017
Media Use of Online Advertising Wood Pencil

Credits & Description

Nomination: Media
Category: Use of Online Advertising
Award: Wood Pencil
Agency: Tbwa\Raad
Client: Go Sport
Chief Creative Officer: Walid Kanaan
Head of Client Services: Joe Lahham
Account Director: John Abiad
Art Director: Gabriel Gama
Copywriter: Guilherme Grossi
Creative Director: Manuel Borde
Executive Creative Director: Fouad Abdel Malak
Media Agency: Omd
Planner: Ali Cheikhali
GO Sport is the leader in sports goods retail, in a stagnated market. With the 2015/16 football season nearing its end, football gear inventory was piling up. We needed to deplete it to cut our losses before the new season gear arrives. Building on Passionistas’ cult-like following for their stars, we had an idea to be implemented just at the right time. Overnight, we used the world’s most expensive and influential player, Cristiano Ronaldo, to promote our gear...well, kind of. Using only 2 inserts in the UAE’s top sports magazine, we increased sales by 25%.