Alphabet of
Cheering

Rexona's Alphabet of Cheering turned football fandom into its own language. Reference wrote the song and lyrics, creating an entire "alphabet" of chants, sounds, reactions, and expressions inspired by the chaos and emotion of football culture.

That world was then brought to life visually by Zanad through a playful universe of animated mascots packed with energy, sweat, superstition, and pure match-day madness. To give every mascot its own identity and movement style, Zanad collaborated with Mohamed Mostafa, also known as Picasso, one of the world's top illustrators.