GARNIER FRUCTIS
Now Is All™
The Now Is All™ campaign for the FIFA World Cup Qatar 2022™ was designed to build global anticipation and excitement around the first World Cup in the Middle East and Arab World. The strategy centered on connecting with diverse audiences by tailoring the message to inspire local pride in Qatar, foster regional ownership, and captivate international football fans.
APPROACH
Sid Lee led the global branding and created the official launch film, aiming for maximum fame by making the content highly entertaining and memorable. This work was supported by a digital framework architected to amplify the campaign. This strategic component involved defining audience priorities, mapping detailed user journeys for each segment, and developing complete brand and social media playbook to unite all channels and spark global advocacy.
ACTIVATING A GLOBAL CONVERSATION
A key element of the social strategy was the plan to encourage and amplify user-generated content (UGC). The framework was intentionally designed to empower each audience segment to share their own Now Is All™ moments. This approach transformed fans from passive spectators into active participants, allowing them to build authentic, shared excitement and become the campaign's most powerful ambassadors.
AGENCY
Sid Lee, 2022
EXPERTISE
Connection Planning
Journey Mapping
Social Strategy
Based in Montréal, working worldwide.
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