Cannes Lions

Myth vs. Myth

ISOBAR BRAZIL, Sao Paulo / UNDER ARMOUR / 2016

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Overview

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Credits

Overview

Description

This idea is a tribute to the São Paulo FC goalie, Rogério Ceni, who’s known as the best “striker-goalie” in the history of soccer. The idea placed striker Ceni against goalie Ceni in an innovative way.

The idea placed striker Ceni against goalie Ceni, who tried to defend five of the main free-kicks ever shot by him during his career in the team. The kicks were shot through a high-tech Italian machine, programmed especially to reproduce the characteristics of each and every kicks shot by the “striker-goalie”, such as height, effect, and speed. We transformed this experiment into a film that marked the 25 years of Rogério in the club and that will be never forgotten by all São Paulo FC fans.

Execution

The idea placed striker Ceni against goalie Ceni, who tried to defend five of the main free-kicks ever shot by him during his career in the team. The kicks were shot through a high-tech Italian machine, programmed especially to reproduce the characteristics of each and every kicks shot by the “striker-goalie”, such as height, effect, and speed. We transformed this experiment into a film that marked the 25 years of Rogério in the club and that will be never forgotten by all São Paulo FC fans.

Outcome

The film had a huge repercussion in the sporting press, with over 5 million views in just a week on Facebook, YouTube and Twitter, with a small investment in paid media. After the film, the first batch of Rogério Ceni jerseys ran out in just 6 days.

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