The Work
Jindal sponsored the Oman Football Association. We rejected “sponsor a game” for “build a community” — and a turnout nobody could have briefed in advance proved the point.
Jindal sponsored the Oman Football Association, and the job was to make the sponsorship matter. The obvious route was to be another logo on the boards — sponsor the game, take the visibility, done. Exactly what previous sponsors had done.
A logo on a board connects a brand to nothing. We wanted Jindal connected to people — to youth, to families, to the town.
We rejected “sponsor a game” for “build a community.” Instead of a sponsorship, a football festival — a full carnival in Sohar with food, games, kids’ activities, a lucky draw, the OFA on board, and the opening ceremony hosted in the same place.
A fixture reframed as a civic event — owned end to end by Yellow, from logo to concept to film to social. “Community” wasn’t a word on a deck. It was the brief.
We built the festival as a complete brand experience — a distinctive identity that travelled from flags and banners to stage to social, a film, and an on-ground production that turned a sponsorship line item into a day people wanted to be at.
Every touchpoint was designed for families and fans first — the corporate brand earning its place by association, not insistence.
We planned for 1,000–1,200 people. Over 4,000 came — more than four times the projection. The festival connected Jindal to youth and families in a way no board sponsorship ever could.
A logo on a board would have been seen. A festival got shown up for.