Qatar Airways is looking to take fans to the Fifa Women’s World Cup in France in style, and it’s using a magical spot to raise excitement ahead of the event.
Agency 180 Kingsday created a 60-second TV ad and accompanying assets, titled ‘Our Newest Destination,’ celebrating the players and the tournament, which kicks off in Paris on 7 June. The campaign honors the sport by creating a mythical land dominated by the World Cup.
The spot begins with a mother telling her daughter an enchanting bedtime story. As she opens a pop-up book, the land comes alive.
The heroes of the game become giants, roaming and kicking the ball across a mountainous CGI landscape. In this football-friendly world, footballs rain from the sky, stadiums erupt like volcanos and fans – including superstar supporter Neymar Jr – celebrate the skill and talent of the players from across the world.
‘Our Newest Destination’ reunites the team behind Qatar Airways’ ‘The World Like Never Before’ campaign, including director Ben Scott, RSA Films and post-production house MPC. As with the earlier campaign, ‘Our Newest Destination’ utilises VFX to create this unique place - mixing perspectives and backgrounds and complementing it with lush CGI landscapes.
Director Scott said: “Building this fairytale world was a brilliant challenge for me and the team. We wanted people to feel the passion, skill and excitement that the tournament will deliver - but in a way you've never seen before.”
Kalle Hellzen, executive creative director at 180 Kingsday, added: “This tournament is going to be more incredible than anyone can imagine. We wanted to create a world that could live up to that and take people there in a way that only Qatar Airways can. We crafted a world that inspires and that celebrates the skill of these amazing athletes.”
The music was composed by Adelphoi Music, which created an orchestral score that captures the essence of a classic children’s Hollywood film score.
The campaign, which also includes print and digital activations, will be running on digital channels and global TV networks including CNN and BBC World.
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