Pfizer
The Responsibility
Armband
Historically, Brazil has become a global reference in vaccination. Having eradicated several diseases, it made the country of football also the country of vaccination. However, for the past 3 years, we have been losing that game and meant that diseases that were eradicated are striking back. Especially after Brazilians lost their team spirit and started to see the vaccine as an individual decision. But like football, the effectiveness of vaccination depends on a collective effort. To turn this game around, Pfizer entered the field not in sponsor places, but in the same place where the vaccine is applied. In partnership with Flamengo we transformed a universal symbol of collective responsibility in football in a symbol of vaccination: the captain's armband. To make most Brazilians aware, we launched the Responsibility Armband in the final of the most important championship in Brazil, the “Copa do Brasil”. During the match between the clubs with most fans in the country, Flamengo's captain, entered the field to defend not only his team but a cause. Before starting the game, Flamengo had already scored a great goal on social media with countless mentions about the campaign. As science always wins, Flamengo became champion.
Agência: Ogilvy Brasil
Cliente: Pfizer Brasil
CCO: Sergio Mugnaini
Diretor de Criação Executivo: Teco Cipriano
Diretor de Criação: Paulo Salles e Ricardo Sciammarella
Diretor de Arte: Guilherme Pinho, Rodolfo Krupka
Redação: Pedro Alonso, Wagner Montanher