DM9, Sao Paulo / CENTAURO / 2022

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Why is this work relevant for PR?

Centauro is the largest sports retailer in Latin America, however, it was not an official sponsor of the Tokyo 20 Olympics. We hacked the games through a compelling overcoming story that represents the brand's mission: to transform lives through sports.

Aída dos Santos won 4th place in the high jump in Tokyo 64, the best result by a Brazilian for over 30y, all this without support from Brazil or a uniform to compete in. So we saw the unique opportunity to honor Aída, through the uniform that bears the symbols of her struggle, and close the Olympic cycle, from Tokyo-to-Tokyo.


Centauro is the largest sports retailer in Latin America and its purpose is to transform lives through sports. However, even though it has the best brands as partners, it was not an official sponsor of the Tokyo 2020 Olympic Games and wanted to gain media attention at such a disputed moment among sponsors.

In the Tokyo 64 Olympics, Aída dos Santos achieved the best result by a Brazilian athlete for more than 30 years, but she competed without any support from Brazil and not even a uniform. So our goal was to make the brand's purpose tangible, by ending the Olympic cycle from Tokyo to Tokyo. We are contributing to give Aída's story a new ending, and with the donation of the proceeds from the sale of the uniform, we are giving a new beginning to the stories of underprivileged women of the new generations.

Describe the creative idea

We researched Brazilian Olympic stories and found an exception in Aída dos Santos' achievement. The athlete's uniform is an instrument of representation of its origins and nationality. Aída is a black and peripheral woman who competed in the 1964 Tokyo Olympic Games without a uniform, proof of the inequality of genders and races in sports and in society. Unfortunately, what happened to Aída still happens in Brazil, whether professional athletes or young people who see in sport the opportunity of a better life. We created a uniform with the symbols of Aída dos Santos' struggle, to be an icon of the change we want to see in the country and to inspire new generations of women.

Describe the PR strategy

Our insight is that we cannot change the Past, but we can help change the Future. The story of Aída dos Santos repeats itself even today in Brazil, and our main message is that reward always comes to those who don't give up on their dreams, even for a woman, black and poor in Brazil in the 60's.

Centauro's public is quite varied, since we are talking about sports lovers and practitioners of physical activities, who do not necessarily fit into a single demographic profile.

Therefore, we presented Aída with her first uniform in an event shown on Brazil's main sports TV show and sent uniforms to some of the most prestigious influencers of sports and social causes, who spontaneously posted and amplified the reach of the story.

Describe the PR execution

We delivered the first uniform to Aída in the stadium where she used to train, captured her emotion and turned it into a film. The event caught the attention of the most popular sports program in Brazil, Globo Esporte, which charged less for the Branded Content and recorded its first Olympic news story. During the broadcasting we launched the film and the landing page, selling out the limited edition in minutes. Then came a campaign in Centauro's social media telling Aída's story and the conception of the uniform. Next, we sent the uniform to black influencers with an active voice in equality causes, they embraced the cause and spontaneously posted it on social. The brand's largest store received a special window display and a mannequin, and as in all communication channels, we directed shoppers to the landing page, where they could learn the story in detail and buy the uniform.

List the results

The brand did not have a quantitative sales or traffic generation goal. But in 40 years of existence, it had never had a campaign of such scope.

Main goals:

- Generate awareness for the brand in a qualified and truthful way during the Games.

- Gain media attention during the Olympic period, even without being an official sponsor.

- Build the brand's reputation to make its mission tangible: to transform through sports.

- Create a brand connection with Olympics lovers.

Key results:

- 1.4 billion people reached through organic media.

- US$ 400 K in earned media: proves the power of the story that managed to gain media attention during the Olympic moment, even without the brand being an official sponsor of the Olympics.

- 14+ million views on the campaign launch film.

- Sold out the uniform on the launch day.

Please tell us about the cultural insight that inspired the work

The reality of Brazilian athletes is not easy. Aída, a woman, black and poor in the 60's, fought for everything she conquered, but never got recognition. As we cannot mend the past, we gave a new ending to her story and a new beginning for other women in similar conditions.

The uniform brings together, honors, and empowers black women connected to sports and social transformation. Carol Barreto, Designer and ModAtivist, created the uniform with the symbols of Aída's triumph. The first one was given to Aída and the others to influential women in sports and social causes. Georgia Prates did the direction, and Sandrá Sá did the voice-over for the film. The uniforms were sold and the proceeds donated to an NGO that helps poor women through sports.

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