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Cold ice, warm hearts

A proposed CSR activation pairing PAWS Rescue Qatar with the Gondolania ice arena, built for earned reach through shareability.

  • Campaign Concept
  • Character Design
  • Brand Partnership
  • CSR Direction
The campaign artwork with two illustrated skating animals inside a “Cold ice, warm hearts” roundel, co-branded PAWS Rescue Qatar and Gondolania Ice Arena.

Activation proposal

This is a partnership activation proposal. The concept and artwork were developed; the activation was not run, so there is no engagement or reach data attached to it.

The idea

Attach a warm social purpose to a family destination, and let the reach be earned rather than bought. PAWS Rescue Qatar brings the cause; Gondolania brings the families already in the building.

The join is an illustrated character system: skating animals carried across the arena as a “Be Kind to Animals” campaign, with charity tote merchandise whose proceeds were proposed to support animal welfare. The characters do the work a logo lock-up cannot: children photograph them, and that is the distribution.

Why shareability was the metric

A CSR partnership judged on impressions ends up buying the audience it already had standing in the venue. Designing for the photograph instead means the arena’s own foot traffic becomes the media, and both partner brands get coverage neither paid for.