Mumbai: Wieden+Kennedy, an independent creative agency, and Jindal Shadeed Iron and Steel, a privately owned integrated steel producer in the Persian Gulf Region, collaborated to bring to life a creative platform that celebrates Omani strength and resilience through its love for football.
W+K India came up with the brand proposition "The Steel Of Oman," which celebrates Omani culture, sportsmanship, and the growth of the nation. It is an ode to the country’s love for football, its traditions, and customs while embracing its vivid future.
W+K India won the mandate after multiple agency pitches. This 360-degree campaign spreads across national television, theatres, digital, social, print, and outdoor platforms for a period of four to five weeks.
W+K India collaborated with ace director Sanju Ayappa from Early Man Films' and celebrated Moroccan artist Hassan Hajjaj from The Third Line Gallery for print and outdoor imagery.
The three-minute-plus long film launched under the campaign showcases the Omani culture with football as the backdrop, as the stunning visual montage travels from the beautiful landscapes of Oman to people across age groups, gender and juxtaposes them with energy driven football shots. The music track, written by Danish musician Sofyann Ben Youssef, focuses on local folk vocals and is energised by a thumping beat that builds to a crescendo.
Hassan Hajjaj has captured more than 20 powerful portraits in his distinct photographic style, ranging from Omani achievers and iconic celebrities to ordinary people who truly embody "The Steel of Oman."
Jindal’s tie-up with national football team players Ali Al Habsi, Al Hosni, and Imad also strengthens the credibility of the campaign and makes it a matter of national pride.
"The whole Jindal Shadeed team, especially Venkatesh Jindal (chairman), had massive faith in us and gave us full creative freedom to get this narrative right. This piece isn’t about selling more steel or chest thumping about being a market leader. Instead, Jindal Shadeed wanted to honour the nation's true steel, namely its people, culture, spirit, and passion for the game. We all agreed that we didn't want another ad in the midst of the celebrity-centric football clutter during the FIFA World Cup, so we made a deliberate decision to pitch the film into this beautiful artistic non-ady-space. We wanted this to be as authentic as it could be. It was a challenge to work with real people, non actors, and a stunning yet daunting Omani terrain, but thanks to Ayappa and gang, we went above and beyond to bring that alive," said W+K India chief creative officer Santosh Padhi (Paddy).
The brief was inspiring, and the client’s faith in our ability to do something truly authentic pushed us to do something truly special. The creative team came up with a simple yet powerful narrative that also enabled us to find interesting production partners who could help bring our ideas to life, and we found them in Ayappa and Hassan Hajjaj, who are known for their stellar craft. We are extremely proud that this work represents the true values of what Wieden + Kennedy is known for around the world, added W+K India director of digital and business affairs Ruchika Khanna.
"Football has been a much-loved sport that has brought the country together. While our new campaign has football at its heart, our film is also a journey through the authentic traditions of the country, its rich culture, and its strong values. Most importantly, it celebrates the people of Oman. Through this campaign, Jindal Shadeed seeks to further weave itself into the social fabric of Oman. At Jindal Shadeed, we will continue to deepen our relationship with the Sultanate through initiatives that drive meaningful impact in society," said Jindal Shadeed Iron and Steel CEO Harssha Shetty.
