Future Goals.
At a Saudi Pro League match, Community Jameel Saudi and Jameel Motorsport replaced the usual walkout mascots with orphaned and underprivileged children dressed as the careers they dream of.
- Brand
- Community Jameel Saudi & Jameel Motorsport
- Agency
- Serviceplan Arabia
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
The brief asked Serviceplan Arabia to go beyond sponsorship and branding and raise awareness of, and support for, orphaned children in Saudi Arabia. Player walkouts are seen by millions but rarely questioned.
The idea
At Al Nassr's game against Al Ahli in Riyadh on 29 April 2026, orphaned and underprivileged children, reached through the orphan-care organisation Ensan, walked out with the players, Cristiano Ronaldo among them, dressed not in kits but as future doctors, engineers and athletes. The stars became the backdrop to the children's ambitions. The moment ran on the stadium's big screens and carried on through a social film, PR, internal communications and partner reposts.
Results
- More than 5 million organic impressions within a few days, according to Campaign Middle East's report
- A hospital in Jeddah got in touch to support the children, according to the same report
Case study source: Campaign Middle East Source ↗
