In 2021, SCJ Johnson and its leading consumer brands, including OFF!, entered into a partnership with Liverpool F.C., one of the biggest football teams in England. The challenge was to activate this partnership in Brazil, a country with a completely different culture from England, where the passion for sports is the same . With this sponsorship as a starting point, how could we get closer to the Brazilian public and encourage people to protect themselves with OFF! before a football match? Through cultural insight.

To leverage the OFF! designation of Liverpool FC’s team sponsorship, we decided to highlight another team: the Skins. In Brazil, everyone has played or will play for the Skins team. The classic Shirts versus Skins is a tradition in the football fields spread across the country to differentiate one team from the other. After tossing a coin or drawing on odds and evens, the winning team keeps the shirt while the losing team has to take them off. Therefore, we decided to sponsor and help protect those who are most exposed to mosquitoes’ attacks.

In addition to a TV film promoting the sponsorship of OFF! to Liverpool FC, where Firmino, football star of Liverpool FC and the Brazilian national football team, spoke about the Skins and the importance of protecting oneself against mosquitoes with OFF!, we decided to go further. We carried out brand activations in several amateur football fields in Brazil and made a large donation of repellents, wich ended up becoming content for the brand on social media.

Activations were carried out on football fields throughout Brazil. In them, in addition to painting the bodies of the players of the Skins, showing the brand’s sponsorship, we also distributed kits to amateur players with shorts, socks, OFF! and, of course, no shirt. To take the importance of protection further, we also made a large donation of OFF! for amateur football fields in neighbourhoods exposed to disease-carrying mosquitoes.

Together with the NGO Lá na Favelinha, which seeks to promote the human development of the Aglomerado da Serra community, in the state of Minas Gerais, OFF promoted the free distribution of repellents and carried out an action to encourage sport among local residents, launching the Official Skins team uniform. This was just the first stage of an incursion into the most remote soccer fields in the country so as to discover future talents in the sport and, at the same time, fight disease-transmitting mosquitoes.