We hired Neymar to star in our campaign, and didn’t use him at all, which we made very clear in every single execution. Because the brand believes that, in a World Cup year, his time should be spent training, not doing ads. And, of course, to get the campaign talked about.

We hired Neymar, and paid him to grant not only the exclusivity for all airlines, appearances in an all media campaign, with more than one hundred different executions, in something that would take 80 hours of his time shooting for TV and social, striking poses for print, OOH, banner, attending conventions, live-streams, press conferences, recording radio spots and airplane voiceovers, etc. And we used substitutes for every single medium. From doppelgängers to voice impersonators, from actors using Neymar masks to newborns named after him. And in every single medium we made it really clear that we could have used the real Neymar, but, in a year like this, we'd rather let him spend his time training.

690 Million impressions. More than 3.2 milion dollars (estimated) in free media. More than 5.4 times more mentions about the sponsorship and the campaign than all the other Neymar sponsors combined (during the campaign period). The airline mostassociated with the World Cup in Brazil.