Art Direction | Design Direction
We have been assisting the charity in promoting their #PAYUPFIFA campaign, which aims to exert pressure on FIFA and the Qatari authorities to justly compensate the migrant laborers who contributed to the Qatar World Cup. Our objective with this campaign was to humanise the migrant workers of Qatar and portray them as a team just like the other international teams competing at the event, rather than a group of people from various parts of the world. To achieve this, we designated these workers as the ‘Hardest Working Team in Qatar’ to emphasise that beyond the glitzy new stadiums and hotels, there are thousands of construction workers, security personnel, cleaners, and servers who endured and are still experiencing human rights violations to erect and maintain this infrastructure.