Vivo, the largest mobile carrier in Brazil, has been the official Brazilian Soccer Team Sponsor since 2005. But during the 2010 World Cup, a crucial moment to activate this investment, it faced a major problem: one of its main competitors bought the country’s largest TV media package for the World Cup and would explore it with several soccer related films.

To Vivo, sponsoring the National Team means being committed to Brazilians' greatest passion and pride. But how could it stand out from the clutter and generate involvement with this passion without having access to TV broadcast and the country’s most important network during this crucial period?By daring to create a new chapter in Brazilian soccer history: Vivo would help Pelé realize his dream of scoring his last goal for the Brazilian National Team, with participation from its clients.Vivo exalted our greatest idol and the love for the Brazilian National Team, and reached its exposure and audience engagement goals by working broader and larger values than those directly related to the performance of our team in the 2010 World Cup. The short film “1284” thrilled millions of Brazilians, became a hit on YouTube and was one of the favorite “TV ads” (the only one in the mobile carrier category), even though it never aired on TV during the World Cup.