Winners & Shortlists


Product/Service360 CAMPAIGN
Entrant Company FITCH London, UNITED KINGDOM
Advertising Agency FITCH London, UNITED KINGDOM
Name Company Position
Jimmy Kmeid FITCH Associate Design Director
Shaghig Anserlian FITCH Associate Design Director
Farid Chami FITCH Client Manager

The Campaign

The vision for QFA is to be recognised globally as the pioneering football association. In its pursuit of excellence, they needed to create their new brand identity and brand position to help promote the game across the Middle East and beyond - cultivating football excellence and nurturing Qatar’s next generation of footballers, while growing its global fanbase, so that QFA and its leagues can make their mark among the elite of football.

Success of the Campaign

Since its launch the brand platform and identity has received positive results, while still early in development the positive feedback from fans across all social media is supporting the new QFA brand as a bold, new and engaging experience for Qatar and internationally. Breaking grounds in modern branding the open identity approach gives the QFA brand a direct connection with its fans, by morphing the identity to reflect the emotions and feelings of the fans at any given time.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

From the London studio we created an identity that was globally facing, dynamic and responsive, engaging with all fans that were emotionally and continuously on the move to help them have greater connectivity to QFA. We created posters and distributed them around the Middle East to kick off the campaign. Then we launched the app and rolled out the logo simultaneously, so fans worldwide could follow the digital footprint of QFA and use their own energy and responses to become part of the game, as well as part their new logo and brand.