Sprite Cricket Stars.
Labourers by Day. Cricket Stars by Sprite.
Creating brand awareness by organising a cricket tournament, modelled on the World Cup.
Most of UAE’s 250,000 labourers are from India, Pakistan, Sri Lanka and Bangladesh. These men often work long hours in difficult conditions. They have very little free time and few opportunities for any leisure. In fact, they spend what little free time they do have, watching, playing and dreaming about cricket. Sprite decided that it was time to give them something back .
A cricket tournament, modelled on the World Cup, which turned humble construction workers into Cricket Stars was organised. The series of trials, practices, group stages and payoffs stretched out over 6 months, culminating in the Grand Finals at the new 25,000 seater Dubai International Stadium – home of International Test Matches.
Over 42,000 workers from labour camps across the UAE entered Sprite Cricket Stars. Our admin team worked round the clock, while cricket teams practiced by moonlight and into early hours of every morning.
On finals, thousands of fans packed the stadium and we were able to entertain the dreams of some of the hardest working, most deserving people in the world.