Cannes Lions
PUBLICIS BRASIL, Sao Paulo / HEINEKEN / 2019
Overview
Entries
Credits
Background
Graciliano Ramos was an important Brazilian writer, novelist, journalist, memorialist and politician. He was also an important French and English translator responsible for the translation of 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
We hear a voice over mentioning several reasons why rugby would never be big in Brazil. At the end we realize that the voice over belongs to Graciliano Ramos, one of Brazil’s greatest writers. Another voice comes in and explains that this prediction was made by Graciliano Ramos in 1921, but it was about soccer. And he finishes by reinforcing the Heineken sponsorship and saying that rugby has the same chances in Brazil as soccer once had.
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