Present the new uniform of the Brazilian national football team to the fans and the press.

We sent a kit with the new jersey to 200 journalists and influential opinion leaders on the social networks. The kit included a pen drive with photos to be posted in order to help with the promotion and viralisation of the piece.

In order to launch the new uniform of the national team, Nike paid a tribute. It distributed the jersey in a picture frame, so it would be admired as if it were an art piece.

The launching of the new uniform was covered in practically all the websites, newspapers and sports TV shows in the country. The #camisabrasil hashtag became a trending topic on Twitter in Brazil and the topic was also widely discussed on Facebook and the football communities on Orkut. All of this helped Nike reach the highest sales ever in the launching of a Brazilian national team jersey, with a result 23% above the previous model.

The idea was to pay a tribute to the country that propelled soccer to the state of art. We wanted to show the iconic shirt of the Brazilian All-Star Team as an object of admiration. This explains the framing. Framing the All-Star Team shirt is a way of showing how much Brazilians worship and respect soccer. The frame style, type choice, and everything else, was decided on to serve as a reminder of the awe people feel when visiting museums.