Al Haboob / Saudi Arabia / 2026Social · Film
The World Cup Winner.
Saudi camel racing team Al Haboob made a racing camel its World Cup pundit: Paul Pogba leads Fariz to a row of country-branded water buckets, and the camel drinks from France.
- Brand
- Al Haboob
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2026
The challenge
Al Haboob wants to take the Kingdom's oldest sport to a global audience and build a professional camel racing league. The 2026 World Cup was where the world's attention was.
The idea
M+C Saatchi Sport & Entertainment cast ambassador Paul Pogba alongside Fariz, who "picks" the tournament winner by choosing a bucket. A teaser and hero film ran on Al Haboob's Meta and TikTok accounts, with further picks by the team's founders and reactive posts checking each prediction against real results through the tournament.
Results
- The hero film passed about 1.2 million views within days of launch, according to Campaign Middle East's report.
Case study source: Campaign Middle East Source ↗
Credits
- Creative agency
- M+C Saatchi Sport & Entertainment Middle East
- Ambassador
- Paul Pogba
