People in Brazil don't have an accurate perspective of how critical some environmental issues are, like the deforestation rate. In every 4 minutes, the area of a football field is devastated in Brazilian forests. Our goal was to make people realize the actual scale of the destruction, by making it more tangible to this idle audience, and raise access to the local WWF website.

By using the number one game in the country to make the problem tangible, we engaged a broader public from an idle standpoint into actual involvement with the cause.

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, demonstrating the rate of devastation of Brazilian forests in real time to the audience.

The days following airing of the idea saw a 73% raise in access to the local WWF access. The video explaining the effort also got several thousands of views and mentions in the media and social networks.

The issue was raised successfully with great buzz, and Brazil gained more perspective about it, as the client wanted.