What is the very thing a sports father fear the most? Seeing a son support the rival team. To help drive awareness for H1N1 immunization, we created a special clinic for football fans. In there, consultation rooms were fully decorated with the colors of the four major São Paulo soccer teams, and doctors used custom jerseys. Fathers just had to choose a rival team and their sons H1N1 immunization took place at that team's room. The Vaccines were the regular ones, only the environment changed. All to make children associate the pain of the vaccine with the rival team, embedding that experience into their memories forever. With Anti-Rival Vaccine, fathers had two reasons to rest easy: no H1N1 and none of that rival nonsense.

The implementation took one day, as we transformed a private clinic into a football fan clinic by completely refurbishing four consultation rooms, decorating them with the colors of the four major São Paulo teams. We chose to place the idea in the heart of São Paulo, appealing to all four teams equally.

The Anti-Rival Vaccine clinic operated in full capacity for two days and a full weekend, until the vaccine stock emptied completely. The clinic was meant as a stunt, with cameras set all over the place, as a way to scale it digitally.

Our website had a fully booked vaccine schedule within the first days of the campaign. Fathers came to the clinic very willingly and hundreds of children were immunized. The campaign sparked a conversation around H1N1 and drove brand loyalty even further. Neighboring cities expressed interest in implementing the project too.

• Over 250 children immunized in the first two days.

• 400% increase in clinic attendance over the month

• Fully booked schedule, with hundreds of people in the waiting list

• Other cities and teams are planning to implement the idea