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 model is the best-selling vehicle ever in Brazil. So, to mark the end of manufacturing of the iconic car after 42 years, the brand felt it was fitting to commemorate the model by linking it the place where more goals have been scored than any other. Vila Belmiro has seen almost 13,000 goals scored throughout its history – including 1,091 by the legendary Pelé.
The automotive giant teamed up with agency AlmapBBDO for the tribute marketing stunt which saw the team dismantle one of the very last Gol’s to be made in Brazil, melt down some of its key parts in a furnace at 1000ºf and then create an actual goalpost (or ‘Golpost’) which made its on-pitch debut during a Santos win over Mirasssol.
The goalpost was then installed into the stadium’s ‘Victory Museum’ where a QR code was added which links to video testimonials from Santos stars discussing their personal connection to the car. For example, the club once awarded legend Edu a Gol for his on-pitch contribution to the club.
The marketing tribute stunt was promoted through a digital-first campaign, rolling out in early April, spearheaded by a spearhead spot running across brand and team online channels and titled ‘The Gol That Became A Goal’
“Just like football, the Gol is a national passion – it’s found a place in Brazilians’ hearts, and it deserved a farewell that did justice to its stature,” said VW Executive Director of Marketing and Communications Livia Kinoshita. “A symbol that unforgettable had to be immortalized,” says legendary forward Edu. “The team with the most goals in the world, the country with the most Gols in the world, all sharing the same Vila Belmiro – the same home.”
The VW Gol campaign was created for the auto client marketing team which included Livia Kinoshita, Cristiano Mineiro, Arthur Rocha and Eduardo Wolfsohn by a group at agency AlmapBBDO which included President and CEO Filipe Bartholomeu, CCOs Luiz Sanches and Pernil, ECDs Fernando Duarte and Henrique Del Lama, Creatives Igor Cabó and Pedro Hefs.
Audiovisual production was run by Diego Villas Bôas, Vera Jacinto, Murillo Moretti and Paula Buzzi, Liaisons Christiano Bock, Mariana Nanes, Stephanie Gasparini and Juliana Stern, Planners Sergio Katz, Bruno Ortiz Machado and Lavieri Junior, Media Executives Rafaela Alves, Luana Gallizzi and Everton Maciel and Content Editors Cristiana Uehara, Hannamy Layla, Samanta de Melo and Beatriz Amâncio.
Production and editing was run by ilha 253 with Stage Manager Henrique Tupã, DP Eduardo Auricchio, Executive Producers Prisma Cultural and Carol Kern, Assistant Directors Ba Silveira and Isabella Woelpl, Liaison Beatriz Prado, Costuming Production Karina Kohatsu, 1st Assistant Camera Alex Amati, 2nd Assistant Camera Brenno Carvalho, Video Assist Jeferson Médice, Logger Rebeca dos Santos, Direct Sound Alfredo Guerra, Transmission Guilherme Florian, Crane Operator Felipe Ramos, Drone Operator Henrique Moraes, Gaffer Antonio de Souza Neto.
Colour was handled by Clandestino’s João Paulo Geraldo, sound by Ganso and music by Cezar Brandão Sound.
Comment
VW has a globally famous tradition of naming models after sports – think Golf and Polo – and this Gol tribute seems fitting.
This campaign follows on from a similar VW Gol #GoldoBrasil tribute stunt at the 2022 FIFA Men’s World Cup which saw VW ship seven Gols to Germany as a form of payback for Brazil’s 7:1 defeat during the 2014 World Cup.
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