Client: Umbro
AD: Cristiano Schmitz, Jéssica Porto
My Role: Concept, Naming, Copywriting
AD: Cristiano Schmitz, Jéssica Porto
My Role: Concept, Naming, Copywriting
BACKGROUND
In 2018, Umbro was Brazil's largest football sponsor, supporting seven major teams in Serie A. However, during the 2018 FIFA World Cup, attention would shift to brands like Nike, Adidas, and Puma—companies with the most sponsored teams in the competition. Our challenge was to keep our fans engaged during the competition, join the conversation alongside the big brands, and do so without spending any money on copyright.
In 2018, Umbro was Brazil's largest football sponsor, supporting seven major teams in Serie A. However, during the 2018 FIFA World Cup, attention would shift to brands like Nike, Adidas, and Puma—companies with the most sponsored teams in the competition. Our challenge was to keep our fans engaged during the competition, join the conversation alongside the big brands, and do so without spending any money on copyright.
INSIGHT
Each of the sponsored teams has something in common with a country—whether through playing style, support, or chants. How can we immortalize that connection in an item that all fans adore and collect?
Each of the sponsored teams has something in common with a country—whether through playing style, support, or chants. How can we immortalize that connection in an item that all fans adore and collect?
IDEA
A limited-edition jersey collection that embodies the bond between each sponsored team and its corresponding country. Each jersey has a unique name and a story that explains the connection.
A limited-edition jersey collection that embodies the bond between each sponsored team and its corresponding country. Each jersey has a unique name and a story that explains the connection.
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 each team and nation.
MEDIA REPERCUSSION
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