Saudia Airlines - Live the Soccer Fever

WORLD CUP CAMPAIGN

During Qatar’s football peak, Saudia had to ride the hype without mentioning FIFA or the World Cup. The brief was a value fare that included a layover in KSA, turning transit into a short Saudi getaway, powered by the instant e-visa and aligned with Vision 2030 tourism.

So we named the feeling, not the event: “Live the Soccer Fever.”
Because in that period, football unconsciously spills into everything. Our films captured it through travel moments reimagined like match highlights: a commentator-style captain announcement, a late passenger celebrating like he scored, and a host saving a falling phone with freestyle control and more.

To bring the stopover proposition to life visually, we created a modular KV system tailored by market. Each execution fused the distinct colors and typography of a country’s national jersey with a handpicked Saudi experience informed by research, turning a practical travel benefit into something instantly desirable. The result was a set of high-impact visuals that felt local, relevant, and unmistakably timely, while clearly communicating the “two-in-one” value of the journey.
A split image with a stadium filled with spectators and a soccer in play on the left, and a starry night sky over rocky formations in the desert on the right. Overlaid text reads 'While Going to Qatar, Make Unforgettable Memories in Saudi Arabia with Stop Over Visa'. The bottom left corner has the hashtag '#YourHalfTime', and the bottom right features the Saudi Arabia logo and text in Arabic and English.
Digital poster advertising underwater adventures in Saudi Arabia, featuring a scuba diver among coral and fish, with text about traveling to Qatar and Saudi Arabia.
Travel advertisement promoting a trip to Saudi Arabia with skydiving, showing skydivers jumping from a small plane in a blue sky. The text says "While going to Qatar," and "Free fall into thrilling moments in Saudi Arabia with stop over visa." The bottom includes the Saudia Airlines logo and hashtag #YourHalfTime.
Red section of a graphic displaying a large white number 10 textured on a knit fabric background, with the text 'WHILE GOING TO QATAR' above it and #YourHalfTime hashtag at the bottom left. The right side shows a person skiing on pink sand dunes at sunset, with the sunset sky visible, and the logo of Saudia airline at the bottom right.
Left side of the image shows a close-up of a white towel with a large blue number 10 and the hashtag #YourHalfTime. The right side displays a man climbing a rock formation in Saudi Arabia, with mountains and hot air balloons in the background. Overlaid text promotes a trip to Saudi Arabia with a stopover in Qatar.
An advertisement split into two parts. The left side shows a large red number two with the text 'While Going to Qatar' in blue above it. The right side displays a scenic view of the desert with a crater-like formation under a cloudy blue sky, with the text 'Get a glimpse of nature's finest creations in Saudi Arabia with stop over visa' and the Saudi Arabia logo.
A promotional image with an orange and sandy desert background. On the left, a large gray number 4 and the hashtag #YourHalfTime. On the right, text reads, "While going to Qatar explore the golden secrets of Saudi Arabia with stop over visa." The image features a desert canyon with a bright blue sky and rock formations.
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