Entertainment Lions For Sport > Excellence in Sports Entertainment


DM9, Sao Paulo / CENTAURO / 2022


Bronze Cannes Lions
CampaignCampaign(opens in a new tab)
Supporting Content
Case Film
Supporting Content




Why is this work relevant for Sport Entertainment?

Centauro is the largest sports retailer in Latin America, however, it was not an official sponsor of the Tokyo 2020 Olympics. So we hacked through a compelling overcoming story that represents the brand's mission: transforming lives through sports.

Aída had the best result by a Brazilian in over 30y, without support and even a uniform to compete in. And, as the athlete's uniform is an instrument of representation of its origins and nationality, we saw the unique opportunity to honor Aída, through a uniform that brings 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 strategy

Our challenge was to talk about the Olympic Games to the Centauro universe, even though the brand is not an official sponsor of the games. Our strategy was to bring to light the story of Aída dos Santos through a collective of empowered black women who helped us build the whole narrative, highlighting the brand's mission: transforming lives through sports. After gifting Aída and making a historical reparation closing the Tokyo 1964/2021 Olympic cycle, the uniform was sold and its proceeds donated to a sports NGO. Rede Globo was so interested in the project that they made Aída's story and the uniform the first Olympic agenda of Globo Esporte, mentioned the brand Centauro and allowed the inclusion of a QR code to our landing page for a considerably lower price than that practiced for Brand Content.

Describe the execution

We delivered the first uniform to Aída in the stadium of the club where she used to train, captured her emotion, and turned it into a film. First, we did Branded Content in the most popular sports program in Brazil, Globo Esporte, where we launched the film and the landing page, and sold out the limited edition in minutes.

Then came a campaign in Centauro's social media telling the story of Aída and the conception of the uniform. Then we sent the uniform to black influencers with an active voice in equality causes, they embraced the cause and spontaneously posted it on their social networks. 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.

Describe the outcome

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.

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