In a world where corporate sponsorship is often just an old bore, one global player was looking to inspire rather than to preach. To further raise awareness of Visa’s worldwide partnership with FIFA in the Middle East and to create excitement around the FIFA Club World Cup 2009 UAE, Visa chose to get everyday football fans to interact with something bigger than themselves.
True football fans don’t just sit there, they live for the action. TBWA\RAAD Dubai created a one-day event dubbed ‘soccer meets art’: a unique platform for true fans to go out there and play, to celebrate their passion for football.
A 5 x 2.5 meters blank canvas was installed at the center of Dubai International Academic City, a neighborhood housing 13 universities.
More than 8,000 students – many of them die hard fans – were invited to take part, to kick paint covered sponge balls on to the canvas.
All this was to create a unique art piece to be displayed during the FIFA Club World Cup 2009 UAE, held in Abu Dhabi.
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