Cricket is more than a sport for millions across nations - it's an obsession. And this obsession reaches fever pitch during the World Cup. In the Middle East, a majority of matches are played at times when fans are at work and without access to live broadcasts, so they turn to the Internet and live scores for real time updates. The challenge was that users ignored online advertising, focusing on all things cricket.

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This presented us with an interesting challenge to think beyond the conventional. For Emirates' sponsorship campaign of the 2011 World Cup, we partnered with ESPN's Cricinfo.com and created online banners that reacted live to what happened during the match and subtly plugged a relevant Emirates offering.

 

Agency: Impact BBDO / Proximity

Client: Emirates

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Art Director & Copywriter: TK Tennakoon