Snickers · World's Longest Match · Dubai · 2014
The football match that nobody was allowed to stop.
Client
Snickers / Mars Inc.
Practice
Event
Status
Delivered · 2014
The brief
Snickers wanted a Guinness World Record. We recruited players across the GCC, ran remote fitness assessments, flew qualifying teams to the venue, and kept football going for 36 continuous hours under live Guinness adjudication. Record broken.
The approach
Three production decisions that kept the record clean.
01
Athlete selection and fitness testing
36 hours of football requires players who can last. We designed a pre-qualification fitness protocol, ran it remotely across the GCC, and selected squads with enough depth to rotate without dropping below Guinness-mandated play standards.
02
Guinness adjudication compliance
Every minute of play was logged and verified in real time. We built the compliance checklist with the Guinness adjudicator directly — substitution windows, continuous play rules, refereeing protocols. No disputed hours.
03
Brand activation within the match
The record was the product, but Snickers needed content, crowd moments and brand visibility across all 36 hours. We built activation windows into the match schedule so the brand had consistent presence without interrupting the attempt.
Continuous play
0
hrs
Players recruited across GCC
0
+
Guinness World Record set
0
GCC countries represented
0
Testimonial
"Duplays didn't just design AllSports Arena. They taught us how to run it — and then they did, for the first 18 months."
Partner, AllSports Arena
Dubai, United Arab Emirates
