*

SUMMARY

In Brazil homophobia is so engrained in its culture it even reflects in its most popular sport: soccer. No first division league club uses the jersey number 24 – a number which has been long associated with homosexuality. Brahma beer entered the debate, triggering a huge movement against homophobia. In doing so it provoked Brazil’s biggest clubs into taking unprecedented action: having their best players wear number 24 jerseys. The results were surprising. The players from more than 20 clubs entered the field wearing the shirt number 24.

Creative Team: Thiago Abreu, Linus, Mateus Cohelo, Papete, Matias Menendez, Sergio Gordilho

Role: Creative Direction

PRESS AND RECOGNITION

D&AD 2020 Graphite Pencil in Media

Clio Sports 2020 Silver Winner in Social Good Bronze Winner in Experiential Bronze Winner in Out of Home

El Ojo de Iberoamerica 2020 Gold (Direct/ Events & Activation) Silver (Brand Experience) Silver (Direct Launching) Bronze (Social Responsibility)