Seybrew - Fer Li Ya
Year
Client
Seychelles Breweries Limited
Challenge
Turn Seychelles’ quiet national pride around hosting its first-ever FIFA event into active participation, giving every citizen a way to be part of the game.
The Goal
Unite Seychellois under one national movement that transforms pride into purpose.
The Spark - Turning National Pride into Action
Seychelles was making history by hosting the first-ever FIFA Beach Soccer event on African soil.
But pride alone wouldn’t fill the stands. For a nation known for its calm, laid-back energy, the real challenge was how to turn quiet pride into loud participation.
Our brief was clear: help Seychellois see this global moment not as something happening to them, but through them.
The Idea - “Fer Li Ya” (Together, Let’s Do This)
We created Fer Li Ya, a campaign that invited Seychellois to come together and actively support their national team. At its core was a simple idea, every bottle could make a difference. Through a National Consumer Promotion (NCP) titled “Be a Part of the Game,” each purchase of Guinness or Seybrew donated SCR 10 to fund youth football, coaching, and the national beach-soccer program. It turned everyday consumption into contribution, a way for everyone to take pride in saying, “We did this together.”
The Execution - Purpose, Action and Pride
Tibule (through TBWA) delivered a 360° rollout across PR, digital, and on-ground experiences that kept the islands buzzing before, during, and after the tournament.
Launch & PR: We kicked off the campaign with a national launch featuring FIFA officials, government leaders, and the Seychelles Football Federation, generating extensive coverage across TV, radio, print, and online media.
Digital & Influencer Engagement: A dedicated Fer Li Ya anthem video and influencer partnerships rallied citizens online around the shared message: 'Together, Let’s Do This.'
NCP Activation & Retail Experience: The Be a Part of the Game promo brought the idea to life in bars, shops, and fan zones nationwide. Consumers entered codes to win official FIFA souvenirs while contributing to the football fund.
OOH & Stadium Branding: Stadium LED screens, billboards, and community murals carried the Fer Li Ya message, a visible reminder that this moment belonged to Seychelles.
Impact - A Nation United Behind the Game
SCR 97,280 raised for youth football and beach soccer development
85,051 bottles sold during the campaign
3,387 official FIFA souvenirs won
3 million+ impressions** across digital and on-ground channels
Stadiums and fan parks were filled throughout the tournament, even beyond Seychelles’ matches
