FC Barcelona has a massive following in the UAE with fans almost as passionate as the Catalans themselves. To capitalize on this football fever, RAKBANK launched the FC Barcelona RAKBANK Platinum Mastercard. Our campaign celebrated the unique Barça way of life, but with a UAE twist. As part of the 360 campaign, we reached fans online, targeting FC Barcelona moments – before, during and after games. And for the launch we created Desert Camp Nou, a football game played by dune buggy’s out in the desert with a giant ball.