This first-of-its-kind activation highlights the career ambitions of orphaned children. Dressed as their dream professions – astronauts, doctors, and artists they walked onto
the pitch alongside surprised world-famous athletes. With both sides chasing their goals, the viral moment generated over 5 million ipressions globally during one of Saudi football’s biggest fixtures.
How can we raise awareness and support children facing major challenges in achieving their professional dreams? By connecting their aspirations to the most admired goals in
the world the ones scored by Cristiano Ronaldo and other football icons.
Future Goals, a purpose-led campaign platform, conceived and produced by Serviceplan Arabia for Community Jameel Saudi in collaboration with Jameel Motorsport, transformed the kids from mascots to messengers of their career dreams. While they walked onto the pitch, dressed as their future selves and side by side with famous players, stadium screens displayed messages inviting spectators to support them in unlocking their potential. By the end of the walkout, a call to action directed audiences to get involved.
The event debuted at the Al Nassr vs Al Ahli match, one of the most anticipated Saudi Pro League fixtures of the season. It marks the first time the format has been used in this
way in the Saudi Pro League, and potentially anywhere in the world – and it did not go unnoticed.
Munir Khoja, Managing Director at Jameel Motorsport, said: “What touched me most was seeing how sport can create joy in its purest form, not through trophies or results, but through moments that make young people feel happy, inspired, and connected. At Jameel Motorsport, we believe in supporting initiatives that go beyond sport itself and create a positive impact within communities. I’m proud of this collaboration between Community Jameel Saudi, Jameel Motorsport, and Ensan Organizatio.”
Rami Hmadeh, Managing Partner at Serviceplan Arabia “At Serviceplan Arabia, we believe the strongest ideas are rooted in culture and capable of creating meaningful impact. With ‘Future Goals’ we created a moment that resonated far beyond the stadium.”
Sameer Suri, Creative Director at Serviceplan Arabia
“There’s a version of this idea that becomes overproduced very quickly. Luckily for us, we didn’t really have the budget or permission to do any of that. And that probably helped the idea more than anything else. The reactions felt authentic because they were authentic. People were figuring out what was happening in real time, and that honesty carried the whole thing. The fact that the client was willing to give us access to a moment like that made the whole thing possible.”
Surprised Superstar: Ronaldo’s smile said it all
Looking down on a little astronaut beside him and smiling gently, Cristiano Ronaldo captured the spirit of the entire activation: A truly remarkable reminder that all
kinds of goals deserve support to become reality.
The image quickly spread far beyond Saudi Arabia, pushing Future Goals to surpass 5 million impressions globally within days – a massive reach for a single matchday moment!
