FIFA Partner Qatar Airways Activates Women’s World Cup Via VFX/CGI ‘Our Newest Destination’

A Women’s World Cup campaign from FIFA partner Qatar Airways revolves around taking fans from all over the globe to France 2019 in style and comfort.

The multi-channel activation, developed by agency 180 Kingsday, is called ‘Our Newest Destination’

The initiative is spearheaded by a whimsical 60-second television commercial aimed at connecting people around the planet and raising excitement around the event by celebrating the players.

The international spot sets out to honour the tournament through creative that paints a mythic land dominated by the Women’s World Cup and its stars.

The narrative depicts a mother telling her daughter a bedtime story and, as she opens a pop-up book the land comes alive with heroes/heroines of the game depicted as giants kicking the ball across a CGI landscape, while footballs fall from the sky, volcano like stadiums erupt and brand ambassador Neymar JR celebrates the skill and talent of the players from across the world.

It is supported by a behind-the-scenes, making-of online video

and a set of accompanying assets running across its online channels including the #FIFAFanMatch emoji led social media driven competition,

Want to watch the opening game of the #FIFAWWC? Name a player that you think will shine at this year's @FIFAWWC and share it with an emoji and #FIFAFanMatch*.

*Terms and Conditions apply. Visit https://t.co/2yZiPHX7dn pic.twitter.com/b9HosIi6RI

— Qatar Airways (@qatarairways) May 14, 2019

Want to be at the opening #FIFAWWC game on 7 June, between
Join the competition*. Win an exclusive trip with #QatarAirways. #FIFAFanMATCH @FIFAWWC

*Ts & Cs apply. Visit https://t.co/2yZiPHX7dn pic.twitter.com/ul6k6qq3CG

— Qatar Airways (@qatarairways) May 8, 2019

and on-site and in-stadium branding and experiences across France.

Comment:

The ‘Our Newest Destination’ reunites the team behind January 2019’s Qatar Airways’ ‘The World Like Never Before’ campaign brand campaign: with the spot helmed by director Ben Scott of RSA Films and post-production run by MPC and music by Adelphoi Music.

As with the airline’s previous campaign, the latest FIFA work features VFX to create a unique football place out of mixed CGI backgrounds and landscapes.

And, as with the previous work, the effects are sumptuous, but the campaign feels a little empty, bland and inauthentic.

The hero spot notched up more than 5m views of the airline’s own YouTube Channel within three weeks of its launch.

This Women’s World Cup campaign follows on from the airline’s Russia 2018 men’s World Cup #TogetherWeDream #WorldToegther activation which included a Nicole Scherzinger reworked version of ‘Dancing In The Street’ as the tournament anthem and a spearhead spot called ‘Are You Ready’ (see case study).

Links:

Qatar Airways

https://www.qatarairways.com

https://www.youtube.com/user/qatarairways

https://twitter.com/qatarairways

https://www.facebook.com/qatarairways

https://www.instagram.com/qatarairways/

https://www.pinterest.co.uk/qatarairways/

https://plus.google.com/u/0/118369624663590474292

180 Kingsday

https://www.180kingsday.com/

FIFA / France 2019 Women’s World Cup