FIFA Club World Cup
Saudi Arabia 2023
FIFA Club World Cup
Saudi Arabia 2023
the Strategy
Unique Culture
Unparalleled Hospitality
Unique Culture
Our goal was to show our country’s unique culture, welcoming, and unparalleled hospitality, bridging Saudi Arabia with the wider FIFA audience-base.
Welcoming
Unparalleled Hospitality
Unique Culture
We created a song to inspire audiences to attend, engage, and follow the FIFA Club World Cup from kick off to closing, demonstrating to FIFA and the world that Saudi Arabia is ready to take on anything, no matter how far-reaching and international. All eyes are on us now.
Unparalleled Hospitality
Unparalleled Hospitality
Unparalleled Hospitality
We planned to release a distinctive anthem for the championship. “It’s On” was released for the occasion as a song that encapsulates the vibrant spirit of the championship with a deep, local touch that provided a memorable soundtrack for the event, and extended beyond the end of the championship.
JEDDAH City
From Saudis
There is a common language in sports that transcends countries and nations. This language isn't intricate or complex—it thrives on its simplicity, on its action-oriented vocabulary and its passion. It's bold, straightforward, and undeniably powerful.
To reach our local audience, while at the same time building on a powerful universal factor, we integrated a chant from some of our oldest and most beloved fan bases, the Saudi Ittihad Football Club, which qualified to compete for the cup
Mixing this local chant with a modern and upbeat melody, a catchy pop beat, and simple lyrics understood around the world, we had our hit.
“It’s On.”
With
Grammy-Winner RedOne & Grammy-Nominee Bebe Rexha
REDONE
After we had a strong creative idea in the concept of “It’s On,” we contacted the world-famous composer, RedOne, known for his Grammy Award Winning work with Lady Gaga, Nicki Minaj, Shakira, and others to crack the melody for the music.
BEBE REX
After choosing (Ya Lail) a popular and deeply local Ittihad chant, in a style of singing we locally call “Uhzuja,” we had the core of the song. Searching for an artist that resonates both locally and internationally, we landed on Grammy-Nominee Bebe Rexha, delivering a stellar performance that’s sure to entertain fans for years to come.
It's On
On the international side, crowd was introduced to a unique mix between a deeply-rooted and local anthem, built from insights within the fan-base, in a fusion with western lyrics sung by Bebe Rexha. Local audiences were thrilled to hear their local chant get global attention from millions of fans across the world.
The Crowd
