Cannes Lions

The Jersey Hand Over

ISOBAR BRAZIL, Sao Paulo / UNDER ARMOUR / 2016

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Overview

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Credits

Overview

Description

The idea had to spread alone, because we didn't have enough investment. And Brazilians had to know that Under Armour was not an American Football brand. So we had to do something big, something that would become news. So we decided to launch the jersey on a very important match during the South American playoffs. And while everybody was waiting to see how the jersey looked like, the players entered the pitch without it.

Execution

After a research we picked the 11 most devoted SPFC’s fans and put them in a special spot at the stands. Everybody else was anxious to see the players entering the field with the new jersey. 66 thousand people at the stadium and other thousands watching live on TV’s primetime. So we did the exact opposite: the players entered the field without the jersey. They ran towards the stands where the 11 fans handed the official match jersey to them, minutes before kick off.

Outcome

In only ten days, 40% of the annual stock was sold. That's more than the previous sponsor sold in a whole year. Plus, everybody now knows that Under Armour is much more that just an American Football brand. People who didn’t watch the match at the stadium or live at TV’s primetime saw the hand over on the news the following day or on social network where our video spread

There were $2.2 million in earned media and 13.5 million people were reached.

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