Client: Umbro
AD: Cristiano Schmitz, Jéssica Porto
My Role: Concept, Naming, Copywriting
AD: Cristiano Schmitz, Jéssica Porto
My Role: Concept, Naming, Copywriting
BACKGROUND
Umbro is Brazil's largest football sponsor, supporting seven National League teams. However, in the World Cup, a major competition for all Brazilian supporters, they are frequently outshone by Nike, Adidas, and Puma—brands that control the majority of the teams, rights, and budgets. Our challenge: Join the conversation about the 2018 FIFA World Cup without using the words "World Cup" or "FIFA".
Umbro is Brazil's largest football sponsor, supporting seven National League teams. However, in the World Cup, a major competition for all Brazilian supporters, they are frequently outshone by Nike, Adidas, and Puma—brands that control the majority of the teams, rights, and budgets. Our challenge: Join the conversation about the 2018 FIFA World Cup without using the words "World Cup" or "FIFA".
INSIGHT
All of the sponsored teams have their own distinct styles of playing, supporting, and singing. How can we immortalize that proximity to an item that all fans adore and collect?
All of the sponsored teams have their own distinct styles of playing, supporting, and singing. How can we immortalize that proximity to an item that all fans adore and collect?
IDEA
A limited-edition collection that used the jersey to unite teams and countries. Each jersey has a name and a story that explains the links.
A limited-edition collection that used the jersey to unite teams and countries. Each jersey has a name and a story that explains the links.
CASE STUDY
“One of the most original releases of this beginning of 2018 is undoubted #UmbroNations (...) Even the motto of this initiative contains a beautiful message: “If the frontiers are what divides us, football is what unites us”.”
– NSS Magazine
– NSS Magazine
THE COLLECTION
To promote the jersey collection, we made short social media movies that explained the ties between teams and nations.
MEDIA REPERCUSSION
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