2018 FIFA World Cup

Qatar Airways

We won the pitch, then it was time to win the World Cup. 
Qatar airways and football have 'bringing people together' in common, so we brought together one of the biggest songs, artists and directors (Traktor) to embody the spirit of the World Cup. 
There might have only been 36 countries in the tournament, but we showed up in over 100.


To tie together the campaign I created a design system that evolved Qatar Airways current brand assets into a more football-centric identity. It was used on every piece of communication, and we even painted it on multiple planes. 


Behind the scenes