The One Show
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Category
CSR - Experiential Advertising / Experiential Advertising
Annual ID
CP16014S
About the Work
Our challenge was huge: how to change the behavior of violent professional fans during a soccer match? What would make them think twice before starting a fight? How to really prompt change? The idea came from a universal insight: no one wants to fight in front of a mother, especially your own. The Sport Club Recife vs. Nautico was the ideal stage for us, a game with high rivalry standards, marked by violent previous encounters. Strategy and Targeting Most of the fan-on-fan stadium violence is started by fans who act as hooligans, they tend to be members of organized fans associations and fanatically involved with everything related to their club. A group mostly composed by mid aged men who are crazy for football and their teams and that unfortunately get blinded by their emotions during the games. Our media approach was distinct in its own way as to reach and appeal to this uncommon audience we decided to involve their mothers.
2016 Awards
Total Points: 15
Silver Pencil
Credits
Agency
Ogilvy Brasil / São Paulo
Production Company
Academia de Filmes / São Paulo
Jamute / São Paulo
Art Director
Alexandre Fernandes
Ale Koston
Chief Creative Officer
Aricio Fortes
Executive Creative Director
Paco Conte
Paulo Coelho
Writer
Bruno Brux
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