Sprite, Cricket Stars - 2012 Dubai Lynx Double Grand Prix and Gold Winner x 2
Cannes 2012 Shortlist
To introduce the region's hard working labourers to Sprite by giving them something they'll never forget. We wanted to give them relief from the hard work and provide them with something they are truly passionate
about - cricket.
about - cricket.
We created a cricket tournament, modeled on the World Cup, to turn humble construction workers into Cricket Stars. The series of trials, practices, group stages and playoffs ran over 6 months during their free time and culminated in finals at the Dubai International Cricket Stadium. Trials were held in 8 of the biggest labour camps in the UAE, lasting 3 months. Practices took place at night and continued into the morning. The final squads then played in a round robin tournament. This culminated in the semi finals and finals, contested in a special event at the Dubai International Cricket Stadium.
Sprite Cricket Stars represented a total of 153,300 UAE labourers. This was the number of eligible players from the 8 participating camps. Of this, there were over 42,000 entrants for the Sprite Cricket Stars tournament. More 6,000 fans attended the finals, where they enjoyed complimentary Sprite.
