Advertiser: C. S. HAMMAM-LIF
Agency: OGILVYENTERTAINMENT, MEMAC OGILVY LABEL TUNISIA
Category: Other Screens
Music: Cris Velasco
Producer: Doug Scott
Producer: Imed Marzouk
Sound Design/Arrangement: Ken Meyer
Editor: Rockland Bazemore
Cameraman: Tarek Lakhrej
Copywriter: Sascha Kuntze
Producer: David Zellerford
Cinematographer: Amine Messaadi
Advertiser's Supervisor: Fadhel Ben Hamza
Editor: Malek Chatta
Copywriter: Mehdi Lamloum
Account Supervisor: Mouna Ben Hammouda
Executive Creative Director: Nicolas Courant
Cameraman: Remzy Bejaoui
Producer: Sandy Haddad
Producer: Ted Robbins
Director: Xavier Mairesse
Brief Explanation
2 years after the Arab Spring, tensions remain in Tunisia. For security reasons, the Government decided that no fans would be allowed in stadiums anymore. Forcing teams and fans into a frustrating long distance relationship. Historical team C.S.Hammam-Lif needed to straighten its relationship with its fans.To prove to them they were an active part of the team, we made a documentary out of them. But not just a documentary. We made an experience and captured it on film.We gave fans a tool that enabled them to have a direct influence on the team's results. A mobile app called the 12th Man, connecting them to 40 speakers inside the stadium, allowing them to cheer, clap, sing and more... while watching the game live on TV. A simple tap on sound icons was instantly turned into powerful support. The more fans pressed, the louder the sound in the stadium.Finally, the experience revealed the fans's support was instrumental in helping the team win the game. The short documentary was then released on Tunisia's most watched Football TV show. And Hammam-Lif proved to all Football passionates that its fans were its most valuable asset keeping them involved against all odds.