Sao Paulo - On February 28, Nike Brazil started its journey toward the World Soccer Championship to be staged in 2014 in Brazil, with a communications campaign featuring the Brazilian All-Star Team. Bearing the signature of F/Nazca Saatchi & Saatchi, the campaign will be comprised of two films, both to be aired 100% through online media.
Bold as any other campaign by Nike, this one sets a new paradigm by allocating for the first time in Brazil a super-production investment dedicated exclusively to digital channels. These films will be seen in major portals, digital influence setters' blogs, vertical sites and in all Nike channels on the web.
The whole communication strategy is aimed at soccer loving teenagers who will be around 17 years old in 2014. These kids have not yet lived through a Brazilian triumph in World Championships, so their memories of All-Star victories relies solely on the stories told by their fathers and grandfathers.
"The film to be aired is the biggest film in the history of Nike Brazil. It's a true super-production, featuring a whole cast of soccer players and influence setters, shot in places such as São Paulo, Barcelona and Milan.
"We, the F/Nazca Saatchi & Saatchi team, hand in hand with Nike and the Fat Bastards production company, form a strong and connected team determined to deliver - in the short term - this highly challenging film. We are very proud," says Marcello Penna, Account Service Chief at F/Nazca Saatchi & Saatchi.
"The BRA x ZIL film substantiates all the enthusiasm we harbour for the brand and for soccer as a national passion. It was thanks to our passion that it was readied in an absolutely insane timeframe," says Eduardo Lima, the agency's Creative Director.
BRA x ZIL lasts a full 60 seconds and features the foremost soccer players in the world: Neymar, Ganso, Pato and Thiago Silva. Other Brazilian stars also play a part in it: the Paulista rapper Emicida, Neymar's father, Ronaldo, Anderson Silva, Thiaguinho and the coach Mano Menezes, in addition to Argentinean soccer player Mascherano.
On its first screening week, the film broke all Nike records in Brazil, being the most viewed film in the company's history. On March 6, a second film titled The Chance concludes the campaign. Starring the Brazilian All-Star Coach Mano Menezes, it is the call to the traditional Nike sifter, used to sort out young kids who are to play with some of the best teams in the world.
Credits
Advertiser Brand: Nike
Advert Title: BRA X SIL
Creative Directors: Fabio Fernandes / Eduardo Lima
Head Of Art: João Linneu
Creatives: Eduardo Lima / João Linneu / Theo Rocha / Thiago Carvalho
Agency Producers: Regiani Pettinelli / Renato Chabuh
Account Director: Marcello Penna
Account Team: Gisela Assumpção / Camila Hamaoui / Gustavo Saab
Media Director: Lica Bueno
Media Team: Sandro Cachiello / Juliana Marino
Planner Director: José Porto / Utymo Oliveira / Diego Dumont / Lívia Pinheiro
Production: Fat Bastards
Director: Pedro Becker
Co-Director: Paulo Machline / Bruno Vianna Costa
Production Art Director: Thays Leite
Executive Producers: Fernando Carvalho / Andre Pinho
Cinematography: Rhebling Jr.
Co-Cinematography: Chiquinho Oliveira
Post Production: Casablanca/ Fat Bastards
Editor: Pedro Becker / Danilo Abraham
Post Production Director: Bruno Vianna Costa
Som Design: Ambulante Studio
Som Producer: Antonio Pinto
Client Team Manager: Guilherme Glezer / Barbara Casara
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