Cannes Lions

Why Rugby?

PUBLICIS BRASIL, Sao Paulo / HEINEKEN / 2019

Film
Film

Overview

Entries

Credits

Overview

Background

Graciliano Ramos was an important Brazilian writer, novelist, journalist, memorialist and politician. He was also an important French and English translator responsible for translating La Peste by Camus in Brazil. In 1921, he made a prediction about the future of soccer in Brazil saying that it would never be big. The article is called Straw Fire.

Execution

While we hear a voice over that says rugby will never be big in Brazil, we see photos that show rugby in comparison to soccer in the country. At the end, we realize that this voice over was from Graciliano Ramos, one of Brazil’s greatest writers. And the text was not a prediction about rugby today, but about soccer in 1921. At the end, we see Heineken’s point of view as a rugby sponsor saying that the chances of rugby in Brazil are the same chances that soccer once had.

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