AFC Asian Cup Qatar 2023
Project Overview
The Challenge
Working alongside AMV BBDO, this project involved the creation of the digital, animated and print advertising assets for the AFC Asian Cup Qatar 2023 that would be taking place at the beginning of 2024. The greatest challenge for this project was keeping everything consistent due to the volume of work. With over 70 assets needed due to the changing audience, formats and languages, there needed to be strict processes in place with each round of feedback.
The Solution
By following the brand guidelines and the expectations for each asset, we were able to create a consistent and effective suite of digital, animated and print adverts for this event. Due to the amount of different parties involved with this project, there were a lot of rounds of feedback and development which was difficult at times to manage. However, the designs were successfully implemented and could be seen across the whole of Qatar and online throughout the duration of the event.
Digital Adverts
As part of this workload, there were 4 animated digital display ads, a YouTube companion banner and 3 OOH digital ads that needed to be created.
All 3 sizes of the OOH digital adverts needed to be made in Arabic, English, Chinese and joint Arabic and English (bilingual). For the majority of these assets, they also needed to have six variations to include all of the selected imagery from the client; which featured images of fans from Australia, Japan, Qatar, China, South Korea and Saudi Arabia, as well as the main stadium for the tournament. These adverts appeared inside buildings and on roadside billboards that were on a much smaller scale than the print adverts.
For the animated banners, it was my responsibility to create storyboards detailing each frame of the advert and the intended transitions. This was so that the client could visualise and approve each stage of the animation before work began. To the right, you can see the final version of one of the final animated ads based on an early storyboard created below as a guide for the animation team.
Print Adverts
Alongside the digital adverts, there were 10 OOH print ads and 4 street flags that needed to be made. The client provided the display sizes and visual references for the buildings, billboards and streets that these were intended for. This aided the development of the assets as it was clearer to see what environments they would be appearing in.
Similar to the OOH digital ads, these print ads and flags also needed to be designed in both English, Arabic and bilingual as well as having each of the six image variations and the four event taglines included for the flags.
