Title	BE PART OF IT
Brand	QATAR FOOTBALL ASSOCIATION
Product/Service	360 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.