THE BURNING QUESTION
Monotype x D&AD New Blood 2025 Submission
This campaign highlights the human cost of the Qatar 2022 World Cup, where thousands of migrant workers died in extreme heat — conditions ignored despite protections for players. With Saudi Arabia set to host the 2034 tournament, history risks repeating itself. The concept features typographic digital posters and billboards that burn away in real-time as it nears 3PM AST — mirroring deadly heat conditions. Social media elements use interactive carousels to deepen engagement and call for FIFA accountability, ensuring the lives of workers are not forgotten.
Project Type: Campaign, Typography
Competition: D&AD New Blood Awards
Date: February - March 2025