Brief:

Klabu, an organization creating sports clubs in refugee camps worldwide, partnered with Paris Saint-Germain Football Club to launch a club in Cox's Bazar, Bangladesh, home to over 1 million stateless Rohingya refugees.

To mark this collaboration, 1000 Cox's Bazar jerseys were produced, and our task was to sell them.

Solution:

Joining the creative team later, I noticed the lack of a unifying idea. Drawing inspiration from the playful nature of Rohingya children, I developed the concept "The Spirit of Cox's Bazar" which I translated into a manifesto with accompanying headlines. 

*This was completed as spec work 

Role: Copywriter/Creative Idea

ACTIVATION IDEAS

OOH

MANIFESTO

1/1000 STORIES

Looking at the number 1 million Rohingya in the camp we thought who are these people exactly? So we gave the numbers a name by collecting short stories about 1,000 children of the camp giving the jerseys an unique persona.

SPIRIT BOOTH

We created a photo booth which placed a virtual jersey over a portrait to appear as you're wearing the jersey and created a solidarity wall.

THE FRIENDSHIP CUP

We even created the world's first e-unity match between leading PSG esport players and the Rohingya Football Team in Bangladesh to face off while wearing the jersey.