SHOWNIC - Unofficial Sponsor of the Gathering

The challenge

Our task was to build awareness of SHOWNIC TVs around the World Cup. The creative challenge was to give the brand a role people could recognise in their own match-day lives.

The insight

Across Iraqi homes, gardens and cafés, watching football is a shared ritual. Friends trade predictions, tea goes round, and everyone follows the same screen. The gathering is part of what makes the match worth watching.

For a TV brand, this was a natural place to belong.

The idea

«الراعي غير الرسمي للمة التشجيع»
The Unofficial Sponsor of the Gathering.

We built SHOWNIC’s campaign around the people and rituals surrounding the screen. From the soundtrack to the tea, every activation was designed to connect the brand with the pleasure of watching together.

Our hero film introduced that idea through families, friends and neighbours gathered around a SHOWNIC TV.

Bringing the gathering to life

We gave match day its own soundtrack with an original World Cup anthem.

Outdoor placements across Baghdad, including Al-Mansour and Karrada, carried the campaign into the city.

On social, we built on the pre-match prediction ritual with «احزر النتيجة واربح», “Guess the score and win,” giving fans a chance to win SHOWNIC TVs.

At local cafés, a match-day tea initiative brought the brand into the hospitality around the screen.

With Saif (@saiflifee), we took the gathering to the riverside, with a SHOWNIC TV at its centre.

In Iraq, even paying for media can be a challenge. When card payments disrupted our campaign, we kept it moving.

The response

762K+ Instagram views of the campaign song

500K combined impressions & engagements

18,486 comments across three giveaway posts

+12K Instagram followers

Figures reflect available social-post counts and campaign reporting. Metrics may overlap and do not represent unique people.

Across the campaign, the idea stayed consistent: SHOWNIC TVs at the heart of the gathering.

Case-study imagery includes AI-restaged scenes and retouched outdoor photography.