Cannes Lions
AFRICA DDB, Sao Paulo / INSTITUTIONAL / 2022
Overview
Entries
Credits
Background
42% of the Brazilian athletes at the Tokyo Olympics had no sponsorship. And 13% of them needed to do crowdfunding to go to the games. How to give them visibility?
Idea
Instead of waiting for companies to sponsor athletes, we've made it possible for anyone to sponsor. Each athlete now has a code to stamp their uniforms and the fan to help just move your cell phone camera.
Strategy
We democratize sponsorship by connecting athletes with fans, mixing a payment method that everyone is using with athletes that no one is seeing.
Execution
On the Go On platform, athletes register and tell their story, generating an exclusive QR Code that they can stamp on their uniform, backpack, kimono, glove, etc. So anyone, from anywhere, can sponsor an athlete.
Outcome
With Go On, sponsoring athletes and without intermediaries has less bureaucracy, bringing more visibility to invisible athletes. With the code stamped on the uniform, you can sponsor during competitions, interviews, reports, etc. All this with a cell phone.
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