Background:

Ooredoo, the leading telecom operator in Qatar, is organizing their yearly Ooredoo marathon for the third time.

But the latest official studies show that around 80%of people in Qatar aren't involved in any sort of physical activity.

They always have an excuse not to be active, blaming it on the hot weather, time, work, family obligations, injuries, etc.

Insight:

people hide behind excuses. Their real obstacle is actually themselves.

Challenge:

if people can't even find time for a simple workout, how do we get them to come out of hiding and run a marathon?

Solution:

Using detailed characters they could relate to, we showed them how easy it is to win over their excuses - to win over themselves.