Nation Branding Campaign - Look Closer We Are Qatar

The State of Qatar partnered with NJI UK to amplify Qatar’s global recognition, change perceptions, and foster deeper connections within the international community. Our goal was to inspire curiosity about Qatar's rich history and future through captivating storytelling, employing both film and imagery. We launched a nation branding campaign to highlight extraordinary people from Qatar and showcase the nation's unique cultural and economic pillars.

In partnership with EMMY Award-winning director Dean Alexander, we leveraged stories of extraordinary people from Qatar, connected through epic visuals inspired by the traditions, colors, and culture of the country. Focusing on unique profiles specific to various economic pillars, including art and culture, food, and sport attracted diverse audiences to each focus market. Our investment in the interview process allowed us to uncover personal, authentic stories that resonate across cultural barriers, dispel misconceptions, and compel audiences to look closer.

Final campaign assets were localized in French, Spanish, and South Korean, and strategically placed in digital, print, broadcast, and out-of-home placements including the Piccadilly Circus, Times Square, Rolling Stone Magazine, Elle, Vogue, Vanity Fair, and the Financial Times UK.

The campaign garnered over 749 million impressions across markets in the United Kingdom, France, Spain, and South Korea. Performance metrics exceeded every benchmark, on every platform, and in every country as a result of targeted placements, localisation, and eye-catching visuals that work with and without sound. The campaign scaled 340% beyond digital impression benchmarks, 488% beyond social media impression benchmarks, and achieved a 35.5% higher video completion rate than targeted. Remarkable month-over-month growth highlighted the extraordinary powerful creative.