STING: Remake the Boxer

·       Dubai Lynx 2019 — Creative Effectiveness Gold

·       AD STARS 2018 — 2 Bronze

·       Cannes Lions 2018 — 2 Shortlists

·       Dubai Lynx 2018 — 2 Silver

·       MENA Cristals 2018 — 1 Grand Cristal

·       Spikes Asia 2017 — 1 Silver

With an impeccable career of 31 wins and the title of world’s youngest Olympic boxing medalist, UK boxing legend Amir Khan faced a setback after being defeated by Canelo Alvarez. The news claimed his career was over. At a time when nobody backed a down-and-out Khan as brand ambassador, Sting decided to take up the opportunity and remake the boxer's reputation by re-energizing him back into the ring. Tapping into Khan's Pakistani heritage, Sting invited him to Pakistan and showcased an entire city as a gym and its people as coaches. The Mughal city of Lahore, and its residents, stepped up. A digitally led campaign by the name of #StingChallenge was launched, inviting Pakistanis to challenge and train Khan.