Nike | Veste a Garra

STRATEGY

Our goal was to create the campaign for the launch of Brazil's jersey for the 2022 World Cup.

A campaign that always generates a lot of expectation, since our yellow jersey is considered the most important piece of national identity.
A symbol that represents not only the national team, but also of the pride of being Brazilian.

The challenge was to find the latent feeling to guide our narrative. And it had to do with something that is part of every Brazilian, player or not: THE BRAZILIAN GRIT.

And what does grit have to do with Brazilian football?

At first it doesn't, because other things stand out in our game: Skill, dribbling, daring, joy. the very well know 'joga bonito' - the most beautiful game in the world. And this is still part of our football DNA.

But the truth is that, specially in the last few years, the country of football also became the country of the grit.

On and off the field, 212 million Brazilians need to show their strength every day. Against all odds.
And no pulling, pushing, or bumping can stop us. That's why we, as Brazilians, always need to #WearTheGrit.

ACHIEVEMENTS

The campaign was quoted in over 50 stories and news, reaching approximately 9 million people in spontaneous media, as well hundreds of mentions on social media, dominating the conversation about soccer in Brazil in the launch week, and sold-out the initial stock of shirts due to high demand.