Brahma, started sponsoring Corinthians, a 30 million-fan club who call themselves band of mad men. They qualified to the World Clubs Tournament in Japan. Brahma saw this as an opportunity to make millions of fans feel like they were part of this event. We came up with an idea: send fans messages to the team in Japan using the club's mascot, the hawk. With a low-cost execution, Brahma gained credibility with the clubs fan base. In just 4 days, the video hit more than 250,000 views. Finally, Corinthians won the Championship. Perhaps due to the emotional support of the hawk.