The World Professional Jiu Jitsu Championships are held annually in Abu Dhabi. There are over 100 different competing countries and thousands of fighters. For this local campaign we decided to focus on the National UAE fighters, we wanted to elevate their status and position the UAE Jiu Jitsu team as elite athletes. Careful art direction and meticulous portrait photography delivered the right mood and attitude of the fighters. A 360 campaign across print, digital, social, TV, BTL and outdoor introduced a country to their jiu Jitsu Team. The tagline 'UAE Heroes Fighting for Glory' was choen to further instill patriotism and national pride. The 10 day event received over 25,000 visitors – a record number in the 7 years the tournament has been running. In addition to the campaign we developed a Jiu Jitsu mascot which helped drive BTL activations through school visits and live Jiu Jitsu demonstrations.