Puma: THE TEAM'S COLORS

Credits & Description:

Advertiser: PUMA
Agency: MIX BRAND EXPERIENCE
Category: Viral Film
Account Manager: Paula Mucin (Mix Brand Experience)
Planner: Zito Campos (Mix Brand Experience)
Copywriter: Bruno Brasileiro (Mix Brand Experience)
3D: Waldir Rugno (Mix Brand Experience)
Creative Director: Adriana Salles (Mix Brand Experience)
Art Director: Felipe Munhoz (Mix Brand Experience)
Planning Director: Julia Fregona (Mix Brand Experience)

Relevancy
Transform the team jersey into the official Botafogo's fan jersey. And pay homage to the fans when launching the jersey. First, we selected 11 fans who were given box seat tickets. Well, at least that was what they thought. Upon reaching the stadium, they were surprised and taken directly to the pitch. Next,flags in the shape of a shirt were lifted, each with a name of someone being honored. Players came into the field with the name of 11 fans on their shirts. Each player gave a shirt to the respective fan and furthermore played the game wearing the fans name.

Client Brief Or Objective
Botafogo is one of Brazil’s most traditional football teams - full of titles, idols and passionate fans. Through its 100 years, the club has always played with black and white jersey. In 2012, Puma, the team’s uniform distributor, launched something that broke with every tradition: a gold jersey. The challenge: how to get passionate fans to accept this change?

Outcome
This initiative was made into a video and publicized on Botafogo's social networks. Over 14,000 watched the initiative on YouTube. US$300,000 in earned media. 15,000 jerseys sold in the first few weeks. 11 fans honored. And millions of fans who were even more passionate.

Implementation
Transform the team jersey into the official Botafogo's fan jersey. And pay homage to the fans when launching the jersey. First, we selected 11 fans who were given box seat tickets. Well, at least that was what they thought. Upon reaching the stadium, they were surprised and taken directly to the pitch. Next,flags in the shape of a shirt were lifted, each with a name of someone being honored. Players came into the field with the name of 11 fans on their shirts. Each player gave a shirt to the respective fan and furthermore played the game wearing the fans name.