Omo: Case study

Credits & Description:

Agency: F.biz Comunicação
Client: Unilever
Product: OMO Sports
CCO: Guilherme Jahara
ECD: Rodrigo Senra
Creative: Armando Araújo, André Batista and Sérgio Klemtz
Content: Laila Bergamasco, Rafael Cappi and Jéssica Grecco
Graphic Production: Jorge Gaglioni
CBO: Juliana Nascimento
Client Service: Débora Malandrin, Anelise Reis and Fernanda Di Renzo
CSO: Renata d’Ávila
Planning: Maria Fernanda Haddad, Uli Oliveira and Caio Moraes
F.biz Media: Carolina Buzetto, Gabriela Sutherland, Roberta Barreto, Daniely Alves and Caio Cezar
Lowe Media: Erika Cabral, Daniela Heredia, Roberta Pedro, André Goes,
Rivalayne Almeida, Rodrigo Saviano and Joice Cruz
Marketing/PR: Mônica Gelbecke and Janaina Langsdorff
Retouch: Márcio Lima
Final Artwork: Elton Santos and Ricardo Martinelli
Proofreading: Eliane Arakaki and Renata Garcia
Graphics: Croma and Logomarca
BI: Amanda Gasperini and Leticia Milão
RTVC: Iara Demartini
Motion Designer: Wesley Martins
Photography: Moreno Gonçalves, Rodrigo Gazzanel (Corinthians Agency) and Rodrigo Coca (Corinthians Agency)
Audio Production Company: CANJA
Account Management: Ana Flor and Guilherme Moreno
Sound Director: Lucas Sfair and Filipe Resende
Published: May 2018
Synopsis:
Corinthians entered the field with a jersey especially created for the debut of the team in the Brasileirão 2018. As soon as the players’ sweat began to get in contact with the fabric, the name of the laundry powder, Omo Sports, was revealed, confirming its sponsorship to the club in the game against Fluminense, held at Corinthians Arena.
“We created an innovative action for an equally innovating product. We gathered several partner teams to sweat the jersey and initiate a conversation with the audience aligned with what the brand proposes, a dialogue capable of inserting Omo in the sports universe in an engaging and pertinent manner, says Guilerme Jahara, CCO at F.biz.
For Giovanna Gomes, Marketing Director of Omo, "the brand is constantly innovating and bringing remarkable moments to its consumers. And just as Omo is one of the most remembered and used brands of the Brazilians, football is one of the favorite sports. Nothing better than showing that every drop of sweat marks, than being associated with a sport that connects and excites people."
Leader in the category of clothing care, the soap brand, Omo, wants to strengthen its presence in the day to day of those who practice physical activities – a habit that has been turning into an increasingly strong and popular lifestyle in Brazil - whether amongst amateurs or professionals. Produced with an exclusive technology for the removal of bad odor, Omo Sports arrives as the best solution in the market of sweat-soaked clothes.
With the hashtag #suorquemarca (#sweatthatmarks), the action idealized by F.biz constitutes a punctual agreement for the Corinthians opening game in the Brasileirão 2018, it’s not a master sponsorship.
The idea implemented by F.biz innovates the use of hydrochromic ink, which has already been manipulated on paper, among other surfaces. But its application on fabric is something unusual. The brand name - Omo Sports - was written on the Corinthians jersey with a special chemical composition that only appears when in contact with water. The process uses Chroma’s Microcapsule Technology.