Posts of Qatar
Framing Qatar's Instagrammable vistas.
The brief
Reflect the warm welcome and beautiful scenery of the 2022 World Cup host nation.
The strategy
Against the background of boycotts, demonstrate the role that football can play in bringing together cultures across the world.
The idea
Uniting Qatari and international artists to design twelve goal posts that would provide the picture-perfect frame for the sights of Qatar. Launched with a helping hand from the global ambassador, Sir David Beckham.
The results
Re-framing the conversation with images that nodded to collaboration with the competing nations. Harnessing the individual artists' profiles to land global conversations around a warmer and more inclusive welcome than portrayed in the tournament run-up. Giving visual identity to a host nation that struggled to visually land beyond the football on the pitch.
Credits
Client: Visit Qatar
Agency: One Green Bean