W+K São Paulo and Nike kick off the road to Russia with the Brasileiragem campaign, which pays homage to the more authentic side of Brazilian football, seen in informal pick-up games played on the street and in the footwork and grit that define our unique playing style.
In partnership with the Brazilian Football Confederation (CBF), a team composed of W+K creatives, a photographer and a videographer gained behind-the-scenes access to the Brazilian national team and produced videos, memes, GIFs and audio clips shared with young Brazilians from all over the country through the Brasileiragem WhatsApp group. “We went straight to the source for football fans, the WhatsApp groups, where the trash-talking is unbridled and content spreads quickly,” said Eduardo Lima, Executive Creative Director for W+K.
“Brasileiragem represents the culture of our football, of the informal pick-up games you can find all over Brazil, on football fields, in the streets, on different playing surfaces, all the way to the Brazilian national team with the best athletes in the world,” said Guilherme Mortensen, Director of Brand Communication for Nike Brazil.
To kick off the campaign, rapper Fábio Brazza recorded a special track for the 60? video that expresses the meaning of Brasileiragem, which includes everything from the street game to the professional football field, from the boy who plays pick-up games and jokes around with his friends to the players in the national team and legends like Ronaldo Phenomenon and Ronaldinho Gaúcho. The video will be released to the WhatsApp group first.
Cliente/Client: Nike Brasil
Produto/Product: Nike Futebol
Diretor Executivo de Criação/Executive Creative Director: Renato Simões, Eduardo Lima
Diretores de Criação/Creative Directors: Caio Mattoso, Rodrigo Mendes, Bruno Oppido
Head of Art: Bruno Oppido
Diretor de Arte/Art Director: Eduardo Tallia
Redator/Copywriter: Rodrigo Visconti
Illustração/Illustrator: Arthur Soffner
RTV/Agency Producer: Regiani Pettinelli , Jin Park
Atendimento/Account: Isabel Rudge, Ramiro Del-Cid, Marinna Santos
Planejamento/Planning: Luana Azeredo, Guilherme Pasculli, Renato Migrone.
Mídia/Media: Alexandre Ugadin, Vinicius Tieppo, Natália Maróstica.
Social Media: Fernando Cury, Henrique Kuniyosi, Felipe Zyman, Ana Blanes, Matheus Sanches, Niko Salim, Thiago Mussa, Tainâ Castilho
Diretor/Director: Urso Morto, Daniel Levenhagem
Produtor/Producer: Julia Maury, Ana Mendes
Diretor de Fotografia/Director of Photography: Urso Morto, Daniel Levenhagem, Gabriel Bianchini, Marco P. Grilo, Ariel Schvartzman
Supervisor Pós-Produção/ Post Production Supervisor:
Pós-Produtora/Post House: Humanoide e DOT
Montador/Editor: Marcelo Vogelaar
Motion Graphics: Guilherme Carneiro
Produtora de Som/Audio Facility: Loud
Trilha – Criação/Soundtrack Composing: Fabio Brazza, Felipe Vassão
Trilha – Produção/Soundtrack Production: Felipe Vassão
Atendimento Produtora de Som/Account- Audio Production House: Maia Feres
Aprovação do cliente/Client approval:Guilherme Mortensen, Andre Granja, Daniel Ferreira, Cauê Oliveira
Mídia Cliente/Client Media: Lota Ferraz