I grew up near Maracanã Stadium in Rio de Janeiro. Like most Brazilians, I follow the major national leagues, especially our Serie A, known as the "Brasileirão."
One thing I've always found interesting is the fans who attend matches in costumes. It's a global phenomenon, but in Brazil, it's so popular that it even becomes a topic in sports news, turning many of these fans into real celebrities.
So, when we received the brief to talk about the environment, we knew right away that featuring an unusual fan would be something even competing channels would cover.
The client told us they would consider the campaign a success if the media competition (other sports channels) talked about the fan and shared the message. We achieved this goal within the first game, reaching over 2 million people in just the first two hours after the campaign launched.
Part of the White Rabbit Portfolio: 2024 to present
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