Beach Club Billboard.
During the 2022 World Cup, adidas carved giant sand portraits of Pedri, Hakimi and Messi on a Doha beach, then replaced them with three women players to turn attention to women's football.
- Brand
- adidas
- Agency
- FP7 McCann Dubai
- Market
- Qatar
- Region
- GCC
- Year
- 2022
The challenge
Ask fans to name football's legends and they name men. GWI data cited in the coverage shows only 14% of Gen Z men's World Cup fans also support the Women's World Cup.
The idea
FP7 McCann came up with the idea and Jack Morton built 121 x 95ft sand murals on Doha Beach, near Stadium 974 and between the city's two airports, showing adidas players Pedri, Achraf Hakimi and Lionel Messi. Late in the knockout stage the portraits were cleared and fans were asked on social media to guess the next legends; every name they suggested was a man's. On 16 December, two days before the final, the new murals revealed Mary Fowler, Farah Jefry and Catarina Macario, looking ahead to the 2023 Women's World Cup.
Case study source: Communicate Source ↗
