Event Name: CONMEBOL Tree of Dreams
Client: CONMEBOL
Key Figures: 116,000+ Visitors, 224 Hours of Operation, 4 Special Events,100+ Official Press & Media Highlights
CONMEBOL, the South American Football Confederation, wanted to raise awareness of the quality and heritage of South American football at the World Cup 2022 in Qatar. To do this, they created a unique, immersive, and interactive fan activation that included a huge chrome sculptural tree with football boots and trophy replicas integrated into the trunk, symbolizing the deep roots of South American football. The Tree of Dreams, set up in a prime location in the Msheireb area and overlooked the Souq Waqif, was a spectacular backdrop that attracted many fans and was used by many global TV channels as a backdrop for their broadcasts. The activation was managed by Dallah Holding Media – Group of Companies, who took care of all aspects of the event, from event concept, branding, logistics, site build, and daily operations.