Sao Paulo - Nike is to pay tribute to the soccer player Ronaldo on his farewell, a friendly match between Brazil's national squad and Romania.
Created by F/Nazca Saatchi & Saatchi, the clip Before and After depicts how the player split the world of football into two eras: before Ronaldo and after Ronaldo. In the 60"clip, we see the differentials of the Fenomeno, including his rapid-style play and technique, which influenced thousands of new players and fans alike, and gave Brazilian football unprecedented visibility.
The airing accompanies the hashtag #prasemprefenomeno (#foreverfenomeno), created early this year when Ronaldo announced his retirement. The hashtag was a hit at the time, reaching first place in the Trend Topics Brasil within just hours, and topping the world Trend Topics minutes later, following the player's official announcement.
The action seeks to mobilize users across the range of Nike channels - YouTube, Twitter and Facebook - with a global tribute to the player.
The soundtrack of the clip called "Baianá", is by the group the Barbatuques, a reference group in body percussion that produces organic music using the body as an instrument. The group has been around since 1996, comprises 15 members, and has given shows all over the world.
Eduardo Lima, João Linneu and Theo Rocha sign the creation, with creative direction by Fabio Fernandes, Eduardo Lima and Theo Rocha.
Creative director: Fabio Fernandes / Eduardo Lima / Theo Rocha
Creative: Eduardo Lima / João Linneu / Theo Rocha
Head of Art: João Linneu
Agency producer: Adriano Costa/ Marcio Leitão
Account: Marcello Penna / Saulo Sanchez / Camila Hamaoui
Media: Lica Bueno / Sandro Cachiello / Bruno Storace
Planner: José Porto / Utymo Oliveira
Producer company: Ioiô Filmes
Director: Jones e Tino
Cinematographer: Andre Faccioli
Post Production: Tribbo Post
Animation: Fernando Lanças
Illustrator: André Maciel
Editor: Ricardo Jones/ Marcio Leitão
Visual Effects Editor: Marcio Leitão
Account producer company: Lu Novelli
Composer: Music by Barbatuques "Baianá" edit by Satélite team
Advertiser's Supervisor: Tiago Pinto / Guilherme Glezer