Emirates NBD and Visa / UAE, Saudi Arabia / 2025Film · OOH · Social
P(L)ay It Like Pep.
Emirates NBD and Visa signed Pep Guardiola to sell banking to Gen Z football fans, casting everyday money decisions as plays on the pitch.
- Brand
- Emirates NBD and Visa
- Agency
- Horizon FCB
- Market
- UAE, Saudi Arabia
- Region
- GCC
- Year
- 2025
The challenge
Emirates NBD wanted to reach a younger generation of customers who don't think of a bank as part of their lives, starting with football fans in the UAE and Saudi Arabia.
The idea
Horizon FCB borrowed Guardiola's reputation for adaptability and precision and applied it to paying and managing money with Emirates NBD Visa cards. Good People produced the hero films, and the campaign ran across billboards, social and digital under the line "whatever the play, pay with Emirates NBD".
Case study source: Campaign Middle East Source ↗
Credits
- Creative agency
- Horizon FCB
- Production
- Good People
- VP Marketing Services, Visa Middle East
- Ziad Chehade
- Head of GCC Marketing, Visa Middle East
- Maha Nizam
- Head of Marketing Services GCC, Visa Middle East
- Emaad Reza
- Marketing Services Director, Visa Middle East
- Farhad Khalid Rafique
- Marketing Manager, Co-brands and Sponsorships, Visa Middle East
- Iza Zafar Iqbal
- CEO, Horizon FCB
- Mazen Jawad
- Managing Director, Horizon FCB
- Reham Mufleh
- Chief Creative Officer, Horizon FCB
- Alexander Pineda
- Head of Strategy, Horizon FCB
- Munther Al Sheyyab
- Group Account Director, Horizon FCB
- Farouk Haber
- Executive Creative Director, Horizon FCB
- Mohamed Bareche
- Creative Director, Horizon FCB
- Colin Smith
- Associate Creative Director, Horizon FCB
- Antonio Cue
- Associate Creative Director, Horizon FCB
- Marcos Becker
- Associate Creative Director, Horizon FCB
- Thomas Nicolae
- Associate Creative Director, Horizon FCB
- Lyle Martin
- Associate Creative Director, Horizon FCB
- Ahmed Samir
- Account Manager, Horizon FCB
- Alaa Hayek
- Account Executive, Horizon FCB
- Yara Kobaissi
- Head of Production and Creative Services, Horizon FCB
- Mariam Adel
- Head of Production and Creative Services, Horizon FCB
- Mohamed Hesham
- Graphic Designer, Horizon FCB
- Muhammed Abed
- Director and Co-Founder, Good People
- Ali Ali
- Executive Producer, Good People
- Omar Khalil
