Neymar JR: #SOMOSTODOSMACACOS #WEAREALLMONKEYS

Credits & Description:

Type of entry: Social
Category: Use of Co-Creation & User Generated Content
Advertiser: NEYMAR JR
Product/Service: INSTITUCIONAL
Agency: LODUCCA São Paulo, BRAZIL

Client: NEYMAR JR
Product: INSTITUCIONAL
Entrant: LODUCCA São Paulo, BRAZIL
Type of Entry: Social
Category: Use of Co-Creation & User Generated Content
Entrant Company : LODUCCA São Paulo, BRAZIL
Advertising Agency : LODUCCA São Paulo, BRAZIL

Chief Creative Director: Guga Ketzer (Loducca)
Creative Director: Cassio Moron (Loducca)
Creative Director: Fabio Saboya (Loducca)
Creative Director: Sergio Mugnaini (Loducca)
Copywriter: Pedro Pedreira (Loducca)
Art Director: Cesar Pena (Loducca)
Designer: Marcelo Vendramel (Loducca)
Designer: Paula Padilha (Loducca)
Designer: Jonas Queiroga (Loducca)
Account Director: Marcelo Marques (Loducca)
Executive Producer: Ana Luisa Andre (Loducca)
Rtv: Paula Rinaldi (Loducca)
Client: Eduardo Musa (Neymar Jr)
Client: Gabriela Pozzi (Neymar Jr)
Client: Alex Bernardo (Neymar Jr)
Client: Helena Passarelli (Neymar Jr)
Production Company: Conspiração Filmes (Conspiração Filmes)
Soundtrack: Raw Audio (Raw Audio)
Production Company: Loducca (Loducca)

Creative Execution:
The execution was very simple: the posts on Neymar Jr's social networks alone were enough to spread the campaign worldwide.


Right after Neymar Jr launched the campaign, thousands of people posted photos featuring bananas and the #weareallmonkeys hashtag. The campaign spread worldwide. Several celebrities joined in, including the president of Brazil, Dilma Roussef, and the prime minister of Italy, Matteo Renzi.
We reached our goal and got a public debate on racism started not only in Brazil, but all over the world.
The campaign generated over 6 million interactions led by Neymar Jr on social media and made the cover of several publications around the world. On TV, many show hosts ate a banana on their shows.


After being the target of racist fans, Neymar Jr decided to speak out. The goal was to reach as many people as possible, send a message against racism and get a discussion about it started.
By using Neymar Jr's influence and power on social media, we launched a campaign to reach his followers on Instagram, Twitter and Facebook. But we wanted to see the whole world talking about racism.
Our insight was based on a lesson we learn as a child: a nickname only sticks if you let it bother you. Accordingly, we created a humorous campaign using Neymar Jr's profiles on Facebook, Instagram and Twitter to take the sting out of the word monkey and thwart the action of racist fans with the hashtag #weareallmonkeys.
It was relevant campaign that got a conversation on racism started, getting everyone engaged – the man on the street, famous people and the media.