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 channel’s efforts to care for the environment, we knew right away that featuring an unusual fan could capture the attention of the entire media.
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. And not only that, the campaign reaching over 2 million people in just the first two hours after the campaign launched.
A small step for a fan dressed as an astronaut, but a giant strategic leap for talking about such an important cause and positioning the channel in a way that truly understands its audience.
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Part of the White Rabbit Portfolio: 2024 to present
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Main Recognations
Clio Awards
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