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WHERE THE WORLD CELEBRATES.

FOOTBALLCO, Dubai / DUBAI TOURISM / 2023

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Overview

Credits

Overview

Write a short summary of what happens in the film

With the help of last year’s Ballon d’Or winner, Karim Benzema, we created a new iconic goal celebration on top of one of the world’s most iconic landmarks - the Burj Al Arab in Dubai. A fusion of classic goal celebration and traditional Emirati culture, the #BENZAYALA dance soon goes viral across the city - unbeknownst to Benzema. As the year’s best footballer travels around the city, showing off its many wonders, excitement builds and with it a crowd of people from all over the world, culminating in a joyous celebration in front of the Museum of the Future.

Cultural / Context information for the jury

The film visits Dubai's top tourist attractions through the virality of the goal celebration we created. Starting with the iconic Burj Al Arab hotel, moving on to the Mediant Jumeriah, Al Maha resort, Atlantis The Palm and culminating at the Museum of The Future.

The Museum of The Future is Dubai's latest iconic landmark and a large section of the film was dedicated to it as a result. Including a scene where Karim Benzema sees a vision of himself in the future doing the celebration at the World Cup.

The celebration itself, named the #BENZAYALA is a combination of a classic goal celebration with Dubai's traditional Ayala dance. A dance which involves the lifting of the arms and the nodding of the head as performed in the film.The celebration was brought to life with a bespoke music composition using local artists to further bring to life the culture of Dubai.

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