Client company:
Supreme Committee for Delivery & Legacy

The Event

One year before the FIFA World Cup 2022, the Countdown Clock had to be launched in a spectacular live event in the host country Qatar: with 150 invited guests, VIPs, and international broadcasts.

The creative idea was based on a locker room speech that a football coach gives to motivate his team before a match. The moment that counts – the moment that everyone trained and prepared for, this moment when everyone must give their best. Every part of the team must play together like a symphony to reach their goal!

The show revealed that the motivational speech in the locker room was delivered not just to a football team, but to an entire nation: the people in Qatar and beyond.

At the end of his speech, the coach starts clapping a beat, which the people join in – that means everyone… ordinary people in their everyday lives literally. Everyone at the event joined the beat, including VIP guests such as FIFA President Gianni Infantino, David Beckham, and Jeff Koons.