Brazil is always drawn to football (soccer). Spoken sponsorship and commercials during the game are really expensive, because the matches usually attract huge audiences. An intervention without interrupting the game was a great solution, but it was really difficult to execute, even more with a low budget.

In every 4 minutes, the area of a football field is devastated in Brazilian forests. WWF wants to bring this issue to as many people as possible. Instead of just saying the statistics, in order to put that into perspective for a greater audience, we decided to show this rate of destruction literally, in real time. We developed an intervention on the broadcast of a Brazilian National Team match that was aired on Band Sports Channel. For 4 minutes, the field has gradually changed its colour, from green to brown, and in the end, explaining to the audience what they just saw and calling people to help and go to the WWF local website.

The match itself attracted the audience, and the intervention was intriguing, but simple enough to impact people, even without interrupting the game for it. It gave the audience an actual perspective of the rate of devastation of Brazilian forests, showing it in real time.

The days following airing of the idea saw a 75% raise in access to the local WWF access. But more than just that, the idea got spontaneous media and social mentions throughout the country, appearing in a range of publications from business to entertainment. The Google search "Campo desmatado" (Deforested Field), even without the term WWF in it, shows constant mentions to the effort and the brand for thousands of different results around the globe. The issue was raised successfully with great buzz, and Brazil gained more perspective about it, as the client wanted.