Emirates,,

“ICC World Twenty20”

Havas Dubai

The opportunity

Concept Development | Live Art Direction | Performance Design | Stadium Execution

The Opportunity

Emirates needed to be more than a logo inside one of cricket’s biggest global moments. The opportunity was to turn sponsorship visibility into a live experience audiences could participate in and remember.

The Big Idea

Turn the entire crowd into the media.

Around 66,000 spectators became part of one coordinated visual performance. Human formations, movement and collective gestures transformed the stadium itself into a living communication canvas.

Creative Leadership

Working inside the core creative team, translated the campaign thought into a physical performance designed for both the stadium audience and the broadcast camera. Directed formations, gestures, choreography, visual rhythm, timing and camera-facing moments at massive scale.

Impact

Moved the Emirates presence from passive sponsorship into live participation. The idea gave the brand an unmistakable moment inside the tournament experience while creating content that could travel far beyond the stadium.

click to play

Appendix

Official Emirates activation featurehttps://www.emirates.com/media-centre/emirates-gives-cricket-fans-a-unique-cheer/

Activation filmhttps://www.youtube.com/watch?v=4JfuwuDqjag

Official Emirates Facebook filmhttps://www.facebook.com/Emirates/videos/857767204333030/

International sports-marketing coveragehttps://sportforbusiness.com/magical-activation-from-emirates/

International campaign coveragehttps://media.mslgroup.pl/2404/pr/313230/linie-emirates-w-wyjatkowy-sposob-rozgrzewa-kibicow-krykieta

ICC partnership confirmationhttps://www.icc-cricket.com/news/emirates-airline-continues-long-standing-relationship-with-icc