— PROJECT NAME
AFF Electric Cup
— ROLE
Concept;
Project Management;
Art Direction
— DATE
Dec 2022
TikTok is an official sponsor of the AFF Cup 2022. To celebrate our partnership, we created an official video supporting this collaboration, with an ask to focus on introducing football players in the SEA region. However, we didn't want it to be just another highlights video. We wanted to capture the essence of the fans and players alike.
How?
For most Southeast Asians, football is king. As football fans, we all have passion. But what sets football here apart from the rest of the world?
In this spot, we want to highlight how football is different in Southeast Asia. We want to highlight the unique ways we celebrate, and how seriously we take this sport in our own ways and culture.
Lastly, we want to portray the passion that is found both in fans and the footballers, and we want to show that this passion is captured on TikTok.
We combined previous AFF match footages with UGC of fans celebrating, showing off their costumes and player shoots to portray the passion in the game, resulting in a spot that showed of the passion and intensity of the game.
This went on to achieve over 100M views across the SEA, ID, TH and VN markets on TikTok and across the respective football players' IG page, with fans commenting their national flag emojis and cheering their country on.