Females in the Middle East are currently battling for equal rights across several fronts. Despite some recent progress, certain areas of Arab society remain off limits to women. One of these is the sport of football. Even though female fans number in the millions, females have traditionally been excluded from the football experience. In fact, prior to this tournament, no females have ever even been allowed in an Arab-language broadcast booth; leaving women feeling excluded from the sport they love. As part of their affiliation with the recent Asian Football Cup (AFC) tournament, Coke wanted to engage with football fans in a way that would 1) smash conventional gender roles in the region and 2) provide a more inclusive experience that would bring together both male and female fans.
Coca-Cola brought together female influencers from the worlds of football and pop culture to create the Arab world’s first all-female football commentary crew. This was a different kind of broadcast. One that was more engaging, more human and more inclusive than traditional football broadcasts. Our team provided live play-by-play, analysis, stats and storylines for a full 90 minutes of live game coverage during the Asian Football Cup match between Saudi Arabia and Japan.
AGENCY: J. WALTER THOMPSON DUBAI
EXECUTIVE CREATIVE DIRECTOR: Paul Banham
COPYWRITER: Alex Murray
CREATIVE DIRECTOR: Alaa Demachkie
SENIOR CREATIVE DIRECTOR: Tytus Klepacz