After being the target of racist fans, Neymar Jr decided to speak out. The goal was to reach as many people as possible, send a message against racism and get a discussion about it started.

Initially, the target audience was Neymar Jt's followers on Instagram, Twitter and Facebook, who always watch closely what Neymar is doing. But we wanted to see the whole world talking about racism.

The strategy was to use Neymar Jr's influence and power on social media and launch a humorous campaign that ridiculed acts of racism and took the sting out of the racial slur 'macaco'.

The creative solution used a lesson we all learned as a child: nicknames only stick if you let them bother you. Accordingly, we created a humorous campaign to take the sting out of the word 'macaco', with the #weareallmonkeys. The campaign was a social media hit and got a debate on racism started, as not seen in a long time. Ordinary people and famous people joined in, including Brazil's president, Dilma Roussef, and the Italian prime minister, Matteo Renzi. The campaign made the cover of several publications worldwide. On TV, many show hosts ate a banana live.

Right after Neymar Jr launched the campaign, thousands of people posted photos featuring bananas and the #weareallmonkeys hashtag. The campaign spread worldwide. Several celebrities joined in, including the president of Brazil, Dilma Roussef, and the prime minister of Italy, Matteo Renzi.

We reached our goal and got a public debate on racism started not only in Brazil, but all over the world.

The campaign generated over 6 million interactions led by Neymar Jr on social media and made the cover of several publications around the world. On TV, many show hosts ate a banana on their shows.

The strength of the campaign lies in the fact that it provided an irreverent response to racism, taking the sting out of the racial slur 'macaco', and left racist fans powerless. It also rallied thousands of people all over the world in the fight against racism. This is just what Neymar Jr wanted: to get attention to the issue and get a debate started so that we can put an end to racism in football and in the world.