DUBAI: Jindal Shadeed, an Oman-based iron and steel company, has partnered with independent agency Wieden+Kennedy to create a new campaign that highlights the nation’s love of football during the FIFA World Cup 2022.
The agency’s India office created “The Steel of Oman” campaign, which celebrates the country’s culture and development.
The agency collaborated with celebrated Moroccan artist Hassan Hajjaj to create 15 portraits, which were used as print and outdoor averts. The portraits feature talented Omani achievers, the “steel” of the nation, who have been celebrated for their contribution to the nation.
The company also partnered with national team football players including Ali Al-Habsi. The agency collaborated with award-winning director Ayappa K.M. to create a three-minute film that showcases Omani culture with football as the backdrop. The track was composed by Danish musician Sofyann Ben Youssef and focuses on local folk songs.
“The brief was inspiring and the client’s faith in our ability to do something truly authentic pushed us for something truly special,” said Ruchika Khanna, director of digital and business head, W+K India.
“The creative team came up with a simple yet powerful narrative that also enabled us to find interesting production partners who could help bring our ideas to life and we found them in Ayappa and Hassan Hajjaj who are known for their stellar craft,” she added.
