NIKE _ BRASILEIRAGEM
Road to Russia
Challenge
It was 2018, and Nike and BNT have been together for over 20 years. But despite all the amazing stuff Nike had done, things changed a lot in two decades. On the Road to Russia, and after the 7X1, talking to FOTs demanded a whole new approach.
Context
Nike started to lose space to things that were more fun and drifted amidst the football clutter. FOTs didn't care where the content came from as long as it was impactful, relevant and, most of all, entertaining.
Solution
To show them what this big brand thinks is cool about football was no longer enough.
To inspire FOTs and be listened to by them, Nike had to be authentic, inspiring, fun and unexpected - just like BNT's football was returning to be.
The Olympic gold medal and the great performance at the WC qualifiers, made clear that athletes should embrace BNT’s trademark - joyful futebol that comes from the streets + hard work.
Insight
BNT was finally playing accordingly to what they value the most: Joyful, beautiful, victorious football. We chose to use them to join FOTs conversation and talk to them from boleiro-to-boleiro. Inspiring with joy, boleiragem and brasilianness.
More than just a campaign, this idea inspired a new way of connecting with FOTs. Even before the official campaign we created a WhatsApp group with selected FOTs to give them first hand information about BNT - embracing their digital and fun language and spreading our message in a completely new way.
