Brief

Released across AFC Asian Cup Qatar 2023 — the tournament played January–February 2024 — when football was the single cultural moment pulling every MENA household together. The campaign had to land across five countries, two scripts, and every screen size without diluting brand recognition.

Approach

We cast the food cast like a football squad — editorial portraiture, match-day lighting, typographic treatment lifted from broadcast graphics. No stock, no cliché. Every frame reads as a sports editorial, which gives the hero campaign unusual restraint for the category.

Outcome

A connective hero film deployed across TVC, digital, and social cutdowns, extended to a tent-scale physical activation (Sushi Stop).