Ahlan Asia.
Saudi Arabia launched 'Ahlan Asia', the official slogan of the AFC Asian Cup Saudi Arabia 2027, with a film that turns the Arabic word of welcome into a gesture fans share.
- Brand
- AFC Asian Cup Saudi Arabia 2027
- Agency
- Purple Brain
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
The organisers needed more than awareness: ahead of the January 2027 tournament, the slogan had to mean something to fans across Asia's many languages and cultures.
The idea
Purple Brain built the launch on repetition of 'Ahlan', placing it in moments of contact between fans, players and communities so it reads as behaviour rather than a word. The film uses packed stands, waving flags and the build-up to kick-off to present the tournament as a meeting point, whether in the stadium or on a phone screen. It ran in Arabic and English on Instagram, YouTube and X.
Case study source: Campaign Middle East Source ↗
