Habib's: Ronaldo and Messi

Inspired by the photo seen round the world over the past few days, showing Cristiano Ronaldo and Lionel Messi playing a chess match, Habib's, the largest Middle Eastern fast food chain in Brazil, jumped on the bandwagon and posted a similar portrait of Rodinei, who plays for Flamengo (a leading club in Brazil), to plug its sfihas. One of the most talked-about players of the year, after his club won two major championships (Libertadores and Copa do Brasil), Rodinei was on a shortlist for the national team. He was left out of the final roster, but has been embraced by fans. And now, he's been called up by Habib's to be a part of the group that's cheering the Brazilian team on from home, enjoying all of the brand's exclusive products created for the competition. Habib's is introducing flavors of "Bib'sfihas" inspired by countries which, like Rodinei, won't be taking part this year, and will be watching from home: Italy, China, Turkey, Sweden, and the Fans (a tribute to all the Brazilians who can't make it to the games in Qatar). Created by AlmapBBDO, the initiative is part of a campaign for Habib's that includes an overarching digital media plan, with activations on social media, radio, OOH, and DOOH. The photo that's been making the rounds on the internet, showing the stars of the Portuguese and Argentinian national teams, is a Louis Vuitton campaign and an homage to two of the greatest players of our time, shot by the legendary American photographer Annie Leibovitz.