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Football is known to have a language of its own. A language streets know all too well. In Egypt it is a fact that football is an obsession. Kids, teenagers, adults, and even the elderly all share the same passion for the sport. And for that feeling alone, KOTN created the perfect campaign. Unlike all other campaigns that are led by football stars, KOTN leaned into something more original. The brand’s campaign leaned into the original feeling of playing with a ball that is handmade using socks and rubber bands. The genius of the campaign? The whole vibe it gives football lovers.
Campaign Overview: Leaning Into Originality
Instead of using famous footballers or sport representatives, KOTN used people from Egypt. Kids and adults alike are all sharing one ball in the streets of Egypt, playing around in one of the biggest open arenas, which is the street. The neighbors are the fans, the ball is made originally by people, and the referee is someone from the cafe in the corner that still has those plastic chairs that show the authenticity and age of that passion that runs in our blood.
Featuring Wegz as The Face of Egyptians
Yes, KOTN used Wegz and not just as the main face of the brand but as someone who appears in the end of the advertisement. He simply does two things: hand the kids the ball from over the rooftop of one of the old buildings in the neighborhood all while displaying the special edition shirt that KOTN made for Egyptian football fans. Wegz’s appearance is all about how he has been the Egyptian voice of modern underground music and modern generations who are growing into the Egyptian identity from a new perspective and musical taste. That is why he was the perfect choice of KOTN’s campaign.
Activations All Over The World
The numbers did the talking as the ad on Instagram cultivated a total of 32.5K likes along with great engagement from fans across Egypt. Not only did the campaign depend on the ad alone, but they also made sure to make a worldwide appearance, like how they hosted a football watching party for Egypt’s match in Sonnder cafe in New Zealand. There were also activations in the US, like in New York, of KOTN booths that had the limited t-shirt editions to add up to the football spirit. These activations simply added to the campaign’s impact on audiences as they made them not only nostalgic for the Egyptian way of cheering but also made them feel like they belong and have always belonged to the originality of the sport.
In Conclusion
KOTN was able as a brand to show itself in not only a new modern color through its designs but also as a brand that simply understands its people. A brand that was able to move people with designs and with creativity. Leaning into nostalgia marketing and the spirit Egyptians display “when in the World Cup,” KOTN was able to make us feel like there is a brand that knows how to make us all belong with pride.
