This campaign done for STC Sports by the Agency JWT Riadh with freelance Calligrapher Julien Breton, won 2 Dubaï Lynx Award (category Design/Typography and Design/Posters)
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’.
Adverstising Video of the campaign
