At the 2022 FIFA World Cup, Morocco made history for the entire Arab world. 

But what won every heart in the region went beyond their never-before-seen performance. 

While other countries celebrated every victory together as a team, Moroccan players celebrated their wins by rushing into the stands and hugging their moms. 

Showing the whole world that for the people of the Middle East, family comes above all else.

So while every brand in the region celebrated the team’s success. We dedicated our celebration to the ones all Moroccan players dedicated every win to.



By immortalizing a moment captured of Moroccan icon Achraf Hakimi, right after their very first World Cup win. 




With one phrase that encapsulated how every Arab feels - When family is everything, impossible is nothing.

Our aim was to go beyond what other sports brands in the region chose to do in response to celebrating the incredible success of team Morocco during the World Cup.

So we chose to not follow the herd and celebrated a moment that is a true representation of not just the Moroccan team, but the entire Arab region.

The final visual was a moment captured showing Achraf Hakimi, Moroccan football icon, kissing his mother's forehead, right after their first win during the World Cup. The fact that he chose to mark this achievement by running into the stands and celebrating with his mother instead of with his team on the field, showed the importance a mother's love has for everyone like him.

Over this visual, was the copy - WHEN FAMILY IS EVERYTHING, IMPOSSIBLE IS NOTHING

A sentiment that everyone in the Arab World can relate to.

The simplicity and power of the visual were enough to make it go viral organically across the region.

+ 400,000 interactions in 24hrs


+ 2.8 MILLION impressions 


The most shared photo of any Arab player till date