Dubai Lynx

The Unofficial Anthem

J. WALTER THOMPSON TUNIS / TUNISIE TELECOM / 2019

Awards:

1 Silver Dubai Lynx
1 Shortlisted Dubai Lynx
Presentation Image
MP3 Original Language
Supporting Content
Case Film
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Overview

Entries

Credits

Overview

Idea

The essence of our come-back is a video clip that illustrates a fictional alternative: Typical Russian characters filmed in Russia, cheering the arrival of the Tunisian fans for the world cup; taking it to reinventing their illustrious Kalinka with Tunisian lyrics, rewritten and remastered with oriental instruments.

An unbelievable tale, but the tune of Kalinka is truly ingrained in all our minds which made remembering the song childplay for people. It becoming the unofficial fan anthem was only the natural next step.

Strategy

The best part of the worldcup is not match-time, it’s the frenzy and the atmosphere that reigns before, during and after the game.

For a brand to leverage the worldcup successfully, it doesn’t need its logo on the players shirts, but should find a way to enrich the experience and allow people to have more fun.

Tunisie Telecom aimed to reach every Tunisian during world cup moments by giving them a fan anthem to cheer on. To increase the reach of our tune, we’ve distributed it to media outlets as prime world cup content, instead of just another ad starring football players.

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2021, TUNISIE TELECOM

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