The FIFA World Cup trophy is one of the most recognisable objects in the world — and it arrives with one of the most protected brand frameworks in global sport. Rexona's activation had to feel unmistakably part of the Trophy Tour while staying true to its own brand identity.
The work also had to live in two languages at once. Every layout needed to read as naturally in Arabic as it did in English — not translated, but designed for both — across a suite of fan-facing digital formats built for the Moroccan market.
We started where the energy is: the trophy. The key visual was built to make the FIFA World Cup trophy the undisputed centre of gravity, with Rexona's brand presence framing the moment rather than competing with it — a partner standing alongside the icon, not on top of it.
From that master visual we built outward into a flexible system: one art-directed look that could flex across digital ad formats, hold up at fan-activation scale, and switch cleanly between English and Arabic without ever losing its impact or its meaning.
The master campaign key visual — the look that anchored every format in the system
Arabic and English don't just read in different directions — they have different rhythms, weights and spatial logic. Rather than dropping translated text into an English layout, each version was art-directed in its own right, so both feel native, balanced and on-brand.
The same key visual in English and Arabic — one system, two natively designed executions
Everything the activation needed to show up consistently across screens and fan touchpoints — built from a single, art-directed system.
The final creative carried Rexona into one of the most-watched sporting properties on earth — confident enough to stand beside the FIFA World Cup trophy, and warm enough to invite Moroccan fans into the celebration.
Campaign creative produced for the Rexona × FIFA Trophy Tour activation in Morocco
Additional campaign creative from the activation key-visual system
"A global icon, a global brand,
and a South African studio holding the system together."
Portfolio Creative — Rexona × FIFA Trophy Tour, Morocco
