The campaign aimed to reach fathers that were hardcore sports fans, to boost brand loyalty for Bandsports and make them immunize their children to protect them from the rival team. It worked, as we had full clinic attendance during the whole campaign period, with hundreds of kids immunized.

We created a special immunization clinic for football fans. In there, consultation rooms were fully decorated with the colors of the four major São Paulo soccer teams, and doctors used custom jerseys. Fathers just had to choose a rival team and their sons H1N1 immunization took place at that team's room. The Vaccines were the regular ones, only the environment changed. All to make children associate the pain of the vaccine with the rival team, embedding that experience into their memories forever.

The idea was to convince fathers to immunize their children against swine flu using the vaccine experience to protect them from the rival team. Manipulating the clinic environment is not forbidden in Brazil, so we designed four consultation rooms decorated in the colors of the major São Paulo teams.

Brazilians are very passionate about football. So much that it really, really hurts to see your son support the rival team. And rivalries are a big thing at São Paulo, where the H1N1 outbreak was the worse. The four major teams, Palmeiras, São Paulo, Corinthians and Santos are really antagonistic of each other, and their fans nurture a healthy dislike among themselves. Another important piece of context: in Brazil, kids often inherit their father's teams, so it's a really big thing for a father to see a son go against that.