A documentary about the Brazilian Judoka Rafaela Silva, first gold medalist of Brazil in Rio 2016 Olympic Games, and her white kimono, that she has worn to practice and reach goals.

She washed her kimono with Vanish, making it white again, and handed it to a seamstress of the City of God, a huge shantytown community where she was born and started training judo.

The seamstress has cut the kimono and turned it into white judo belts and Rafaela delivered herself the belts for the community youth, inviting them to train at the same institute where she did. White gained a new meaning and the young people got an opportunity to renew their lives.

We invited Rafaela Silva to join us on this campaign and to donate her Olympic kimono. Once she won the first gold medal of Brazil in Rio 2016 Olympic Games and trained at Instituto Reação to become a judoka, we decide to do a campaign for the unprivileged children who train nowadays in the Institute.

The focus on this campaign was renew Rafaela Silva’s kimono using Vanish Crystal White and deliver the belts made from her kimono for the youth community, inviting them to train judo at the same institute where she did. This action brought hope to the young people, as they got an opportunity to renew their lives.

Considering that the brand’s average rate in the last two years was 1072 shares with previous campaigns, the campaign had almost 3 times more shares with much less investment.

79MM impressions

9,3MM views

18,5MM reach

9,6MM engagements

8,2K new fans