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Cashback For Your Jersey's Back
Agency FCB Brasil / São Paulo + Flash / São Paulo + Shuffle Audio / São Paulo + FCB Studio / São Paulo
Category
Non-traditional & Guerrilla Marketing
Annual ID
OS24_DM075M
About the Work
As the 2022 FIFA World Cup was getting close to start, every Brazilian wanted to show their support by buying their national jersey. But once they saw the price of it, that desire became a disappointment: Brazilians were struggling with an inflation crisis, paying R$350 (1/3 of the Brazilian minimum wage) for a jersey was out of the question. So, they started to complain on social media.
Flash was still a small brand that needed to stand out from their competitors to increase their awareness without having enough budget to take part in such an event like FIFA World Cup. What if Flash could hack this conversation and help Brazilians get their jersey while increasing their awareness?
So Flash decided to sponsor not the event, but Brazilians that were craving for their jersey, but couldn’t pay for it. "
Cashback For Your Jersey’s Back” gave a 50% refund to every fan who purchased the jersey on Nike’s ecommerce using a Flash card, customized it with “FLASH” and posted it on social media, tagging Flash.
The more people posted their pictures, the more Flash increased its reach on social networks. And when Nike decided to ban the name “Flash” from being used to customize the jerseys, we kept the promotion going as fans started customizing the jerseys themselves.
The promo started in november, month that the World Cup began, and its success was huge.
Although Brazilians kept customizing their jerseys even after the tournament ended, Flash decided to extend the promo until the end of January 2023.
Flash was still a small brand that needed to stand out from their competitors to increase their awareness without having enough budget to take part in such an event like FIFA World Cup. What if Flash could hack this conversation and help Brazilians get their jersey while increasing their awareness?
So Flash decided to sponsor not the event, but Brazilians that were craving for their jersey, but couldn’t pay for it. "
Cashback For Your Jersey’s Back” gave a 50% refund to every fan who purchased the jersey on Nike’s ecommerce using a Flash card, customized it with “FLASH” and posted it on social media, tagging Flash.
The more people posted their pictures, the more Flash increased its reach on social networks. And when Nike decided to ban the name “Flash” from being used to customize the jerseys, we kept the promotion going as fans started customizing the jerseys themselves.
The promo started in november, month that the World Cup began, and its success was huge.
Although Brazilians kept customizing their jerseys even after the tournament ended, Flash decided to extend the promo until the end of January 2023.
2024 Awards
Total Points: 3
Merit
Credits
Agency
FCB Brasil / Sao Paulo
Client / Brand
Flash / São Paulo
Agency In-House Production Company
FCB Studio / São Paulo
Production Company
Compan˜ia / São Paulo
Music / Sound Production Company
Shuffle Audio / São Paulo
Art Director
Roberto Ulhoa
Chief Creative Officer
Ricardo John
Chief Strategy Officer
Renata D'Ávila
Copywriter
Leonardo Konjedic
Creative Director
Heloisa Ribeiro
Leticia Rodrigues
Director
Ale Henri
Director of Photography
Gabriel Ted
Executive Creative Director
Anna Martha Silveira
Marcelo Rizerio
Producer
Carolina Ferreira
Strategy Director
Mariana Teixeira
ECD & Creative Partner
Pedro Araujo
Global Creative Partner
Danilo Boer
Account Manager
Ana Paula Mancini
Account Supervisor
Bruna Rodrigues
Account VP
Elton Longhi
CEO
Guillermo Gomez
Chief Growth Officer
Fabio Freitas
Concept Director
Ana Becker
Connections Specialist
Marta Carvalho
Content Director
Bibiana Saldanha
Content Supervisor
Carolina Venancio
General Media Director
Mateus Madureira
Graphic Producer
Daniela Fonseca
Graphic Production Manager
João Albertini
Head Of Branding
Danilo Lima
Managing Director
Fernanda Geraldini
Music Director & Producer
Henrique Ruiz Nicolau
Operations Director
Claudia Schneider
PR
Maria Cacaia
PR Assistant
Anaterra Dantas
Project director
Renata Reigota
Project Manager
Anna Strohm
Bianca Paiva
Strategy Manager
Tábata Pimentel
Strategy Supervisor
Jaqueline Tampelli
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