Outdoor > Ambient

THE COMMON GROUND

HAVAS MIDDLE EAST, Dubai / MOUNTAIN DEW / 2024

Awards:

Bronze Dubai Lynx
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Overview

Credits

Overview

Why is this work relevant for Outdoor?

The Common Ground turned an entire cricket stadium into a symbol of unity between UAE's two biggest communities and showcased the power sports have to bring people together, despite differences that may have existed for generations.

The use of a stadium as a piece of unmissable outdoor is what makes it relevant to this category.

Please note that the Jurors for Dubai Lynx will be coming from outside the region and may not be aware of the specific cultural nuances of your work.

Cricket is the 2nd most-watched sport in the world. With over 2.5 billion fans world wide.

The two most influential teams in the cricketing world have always been India and Pakistan.

For these two countries, cricket is no less than a religion.

India vs Pakistan matches often receive more viewership than the Superbowl.

In the UAE, Indians and Pakistanis also make up the majority population of the country. Making cricket the most popular sport in the country.

Throughout the 80s and 90s, Sharjah Cricket Stadium was one of the most important stadiums for the cricket world. Especially because this is where India would go head to head with Pakistan whenever they could play against each other in their respective countries due to geo political differences.

Background:

India and Pakistan have had geo-political differences for the past five decades. Other than the economic and cultural impact this relationship has had on both countries, a key factor that was always impacted was sport. Especially cricket.

India and Pakistan have never been able to play in each others countries for the past three decades. So no current Indian player has ever played on Pakistani turf and no Pakistani player has stepped on Indian turf.

Until 2023, when Pakistan was finally permitted to play at the Cricket World Cup being held in India.

Throughout the 90s, thats considered the golden age of cricket, whenever India and Pakistan could play in each other's countries, their matches were held at Sharjah Cricket Stadium in the UAE. This served as the home ground for the players and even the fans of both the countries.

Describe the Impact:

- Sharjah Cricket Stadium is now starting new programs specifically for aspiring Indian and Pakistani players in the UAE

- Jamil Khan, the groundskeeper of Sharjah Cricket Stadium for the past four decades, is now the face of this unique creation.

- Sharjah Cricket Stadium is renaming the stadium stands afterr iconic players from both India and Pakistan.

Write a short summary of what happens in the digital or ambient execution or campaign.

Every time India and Pakistan couldn’t play each other in their respective countries due to political differences, they would play at Sharjah. So, Mountain Dew, a brand that has always brought cricket fans together, turned it into THE COMMON GROUND

The world’s first cricket field where you can play on Indian and Pakistani turf at the same time.

Official Cricket Grass turf of Indian and Pakistani origin, was brought into Sharjah Cricket Stadium and blended with the existing field. To make sure that every step taken on the pitch, is one on Indian and Pakistani turf at the same time.

The first match played there was also hosted to be just as unique. By giving this honour to local Indian and Pakistani fans who’ve seen their teams make history at Sharjah in the past.

Just like the turf below their feet, they too played as blended teams.

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