Carrefour gives Tunisia’s football fans a voice of their own

Carrefour Tunisia developed 12 Million Voices, a football-themed advertising execution built around supporter chants, sound and national enthusiasm. The campaign was recognised at the 2026 African Marketing Confederation Awards.

Carrefour Tunisia worked with Muse Agency on the campaign.

Its creative material comes from an immediately recognisable local sound: the collective voice of football fans. Music and audio production become central to the way a retailer joins a national conversation.

The campaign shows how a familiar consumer brand can create distinctive advertising through local sporting culture.