: : : AbuDhabi Golf Campaign /// 2015 : : :
Pitching the game
The briefing
HSBC is celebrating a sporting anniversary: the bank has been the main sponsor of the Abu Dhabi Golf Championship, one of the most prestigious tournaments in the Middle East, for a decade.
For its tenth anniversary, HSBC didn't just want to promote the event - it wanted to stage it. Big, bold, iconic.
The aim was to visually celebrate the uniqueness of the tournament and appeal emotionally to both international guests and local visitors.
The challenge: to create a campaign that combines golf culture, local color and world-class athleticism - visually strong enough to become the talk of the town.
The idea
"Pitching the Game" - 10 years of golf passion in Abu Dhabi.
The campaign plays with two elements:
Golf as a sport of precision, class and elegance.
Abu Dhabi as a symbol of modernity, culture and breathtaking architecture.
In surreal composings, golfers, greens, landmarks and animals (such as the falcon - a national symbol of the UAE) merge into a fantastic visual world that focuses on the passion and pride of the region.
The term "Pitching the Game" takes on a double meaning:
On the one hand, the sporting "pitch" (tee shot) - on the other, the creative pitch, with which we take the region's golf culture to the next level.
The implementation
The 360° campaign was realized in the following formats:
- Print ads in high-quality magazines and international golf publications
- Billboards and city lights in Abu Dhabi - strategically placed on streets, hotels and golf resorts
- Vehicle wraps on event shuttles driving through the city
- Digital measures, including a revamped event website, teasers for social media, display ads and animations
- Airport branding - large-scale advertising in the arrivals hall to welcome international guests directly upon landing
The result
The campaign became "Talk of the Town":
The combination of iconic imagery, playful emotionality and local pride struck a chord with the target group.
The event attracted record numbers of visitors, international coverage and was celebrated by HSBC itself as one of the strongest campaigns for the tournament.
Creativity meets precision - just like the perfect golf swing.
Client: HSBC Abudhabi
Creative & Art Direction: Ahmed Ghandour
Copywriter: Ahmed Ghandour
Live activation
The Grand Entrance: A Portal of Precision
Welcome to the start of a decade in the making. Guests are greeted by a monumental 3D golf ball entrance, a physical manifestation of the campaign logo. As our Khaligi guests and international visitors step through this architectural marvel, they transition from the event floor into a world where sport meets high-end luxury, setting the stage for an unforgettable experience.
The Architectural Landmark: The Golden Falcon
Dominating the heart of the activation is the Stylized Golden Falcon. Its wings arch over the space like a protective canopy, crafted from brushed gold and white marble to mirror the soul of Abu Dhabi’s architecture. This isn't just a structure; it's a symbol of the speed, precision, and target-driven passion that has defined the last 10 years of this championship. It transforms the event floor into a world where sport meets high-end luxury, setting the stage for an unforgettable experience.
