PepsiCo snack brand Lay’s activated its Women’s UEFA Champions League (UWCL) partnership in Brazil through a gender equality ‘Disguised Commentator’ initiative challenging prejudice in soccer through an AI supported social experiment built around female football commentary. Objective Like in many other countries, in Brazil there remains plenty of conscious and unconscious prejudice around women in… Continue reading UEFA Sponsor Lay’s Uses AI To Change Brazilian Female Football Commentator’s Voice Into A Male One In ‘Disguised Commentator’ Live In-Game Experiment Against Soccer Sexism
Tag: Brazil
Gatorade ‘Every Last Drop’ Lightens Burden Of Wearing National Kit In 4-Nation Women’s WC Ad
Leveraging the FIFA 2023 Women’s World Cup and its partnerships with four of the competing nations, Gatorade reaffirmed its commitment to equality and inclusion and to the teams through a multi-market campaign called ‘Every Last Drop’ and focused on the responsibility players feel when wearing their country’s jersey. The PepsiCo owned brand’s campaign, developed… Continue reading Gatorade ‘Every Last Drop’ Lightens Burden Of Wearing National Kit In 4-Nation Women’s WC Ad
Brazil’s Brahma Teams Up With Ukrainian Community To Keep FC Mariupol Playing in ‘The Exiled Team’
In Spring/Summer 2023 Brazilian beer Brahma, a brand with a strong soccer heritage, teamed up with the country’s football stakeholders and the local Ukrainian community (the largest in Latin America) to keep the relocated FC Mariupol playing and champion the club’s story via the #FCMariupolLives ‘The Exiled Team’ campaign by agency Africa and Who Are… Continue reading Brazil’s Brahma Teams Up With Ukrainian Community To Keep FC Mariupol Playing in ‘The Exiled Team’
Gatorade LatAm ‘Colour Of Greatness’ Sees Athletes’ Tongues Show Drink Is Behind Greatness
A Spring 2023 Gatorade print and Instagram campaign in Latin America called #portrásdagrandeza (‘The Colour Of Greatness’), created by agency BBDO Argentina, uses real images of athletes and their tongues in moments of greatness to back up the brand’s claim that the drink is ‘Behind The Greatness’. Based on the proposition that one of… Continue reading Gatorade LatAm ‘Colour Of Greatness’ Sees Athletes’ Tongues Show Drink Is Behind Greatness
VW Brazil Gol Model Tribute Transforms Car Into A Goalpost At Santos’ Vila Belmiro Stadium
Volkswagen (VW) Brazil paid tribute to its iconic, best-selling Gol model in Brazil to mark the end of production after 42 years, by transforming one of the final Gol models ever manufactured into an actual goalpost at the famous Vila Belmiro Stadium – home of Santos FC. ‘Gol’ in Portuguese means ‘Goal’ and the… Continue reading VW Brazil Gol Model Tribute Transforms Car Into A Goalpost At Santos’ Vila Belmiro Stadium
Emirates & Real Madrid Stars Modrić, Kroos & Vinícius Júnior Frint ‘Fly Better’ Campaign
At the end of 2022 airline Emirates activated its partnership with Real Madrid through a multi-territory campaign fronted by current stars Luka Modrić, Vinícius Júnior and Toni Kroos which aimed to boost travel during the winter season. Titled ‘Fly Better’, the campaign was led by a pair of spots airing across TV, digital and… Continue reading Emirates & Real Madrid Stars Modrić, Kroos & Vinícius Júnior Frint ‘Fly Better’ Campaign
Neymar Jr Honours Pelé In Puma ‘History Doesn’t Repeat Itself’ Short Film
In mid-December, with the FIFA men’s 2022 World Cup under way, sports brand Puma launched a short film titled ‘History Doesn’t Repeat Itself’ which saw Neymar Jr dedicate his own achievements in equaling the Brazil National Team goal scoring record to his hero Pelé. Created by Moonwalk Films and RSA Films, the film led… Continue reading Neymar Jr Honours Pelé In Puma ‘History Doesn’t Repeat Itself’ Short Film
Intimus/Kotex Brazil Short Film Tells Story Of First Female Referee Who Was Banned Die To Her Periods
A short film from Intimus, the local Brazilian brand of Kimberly-Clark’s menstrual hygiene Kotex range, reinforced its purpose and leveraged spiking soccer interest around Qatar 2022 by telling the story of one of the first female referees, Lea Campos, who was prevented from refereeing games On 1 December, France’s Stephanie Frappart led an all… Continue reading Intimus/Kotex Brazil Short Film Tells Story Of First Female Referee Who Was Banned Die To Her Periods
Brazil’s Betano Leverages Qatar 2022 Via Animated Campaign Showing Where ‘Every Success Starts’
Brazilian leisure and entertainment brand Betano leveraged spiking soccer interest around the 2022 FIFA Men’s World Cup with an integrated campaign inviting fans to have a flutter at Qatar 2022. The multi-channel blended live action and animation campaign sets out to tell a story of resilience, faith and victory which resembles the attitude, commitment… Continue reading Brazil’s Betano Leverages Qatar 2022 Via Animated Campaign Showing Where ‘Every Success Starts’
Thiago Silva, Julian Alvarez & Diego Lainez Show Grit & Determination In Rexona/Degree Spots
The Unilever owned deodorant has been sold under various brand names around the world – including Rexona (Australia), Sure (UK) and Degree (USA) – leveraged spiking soccer interest around the globe driven by Qatar 2022 through an international campaign fronted by famous football ambassadors Thiago Silva, Julian Alvarez and Diego Lainez. The action-packed, multi-market… Continue reading Thiago Silva, Julian Alvarez & Diego Lainez Show Grit & Determination In Rexona/Degree Spots
#GolDoBrasil Sees VW Send 7 ‘Gols’ To Germany As Payback For Brazil’s 7-1 2014 World Cup Loss
The most popular car in Brazil is the Volkswagen (VW Gol) – the Portuguese word for Goal – and, to support the national team at the 2022 FIFA Men’s World Cup, VW Brazil sent seven Brazilian-made, 2014 edition Gols back to Germany to ‘reset the balance of the footballing universe’ in reference to the infamous… Continue reading #GolDoBrasil Sees VW Send 7 ‘Gols’ To Germany As Payback For Brazil’s 7-1 2014 World Cup Loss
Puma Brazil Highlights Inequality In Sports Via ‘The UnLevel Playing Field’
Puma Brazil sought to highlight gender inequality in sport in general and in football in particular in Spring 2022 through an experiential initially which literally created an ‘UnLevel Playing Field / ‘Joga Na Subida’. Brand research found that women’s sport in Brazil and around the world is often marginalised, usually underfunded and sometimes simply… Continue reading Puma Brazil Highlights Inequality In Sports Via ‘The UnLevel Playing Field’
