Adidas
Jesus Our Supporter
adidas is Flamengo’s soccer team sponsor. Appearing in their first Copa Libertadores final in 38 years, the team was about to face defending champions River Plate. Our main target were Flamengo supporters. However, adidas had to make sure that the whole of South America was aware of the monumental nature of the occasion and its unconditional belief on the Flamengo side, in order to leverage the sales of the home jersey. In terms of cultural context, religion and soccer are closely-knit within South America. The use of religious symbols and objects are part of the way people support a team; you can hear people praying in stadiums and, in Brazil, there’s no bigger religious symbol than Christ the Redeemer. On the night of the 2019 Copa Libertadores final, we projected a Flamengo's jersey over Christ the Redeemer, Brazil's dearest landmark. The image sparkled everywhere on the eve of the final match, immediately becoming one of the most iconic sports image of the year. And, blessed by God, Flamengo won the championship.
CREDITS
Agency: Ogilvy
CCO: Félix Del Valle
CD: Teco Cipriano, Mathias Almeida
AD: Teco Cipriano
CW: Mathias Almeida, Felipe Savone, Rafael Romano e Yuri Castro.
Production Company: Sailor Studio
Audio Company: CANJA Audio Culture
Projection Company: Today Soluções
PR Agency: Edelman Brasil