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OPPONENTS ON THE FIELD, ONE IN LIFE.

CONTEXT & IDEA

2014 ended as the most violent year ever for soccer. Hooligans have taken over a place that was once fun, entertaining and safe. We needed to put an end to this.

We kicked off this concept during the most violent classical, Gremio v. Internacional, a match where Internacional did a particular twist: a fan from one team could buy the ticket and he would get the chance to invite another fan from the opposite team, for free, to sit together. Mother, sister, friend, father-in-law;

OUTCOME

We could speak louder than violence in the stadiums. #GritodePaz took over the whole scene, even in the final match of the biggest national championship where we had a record of attendance. Fans where comfortable cheering together and having fun, in peace.

The biggest win was outside the fields: we've got dozens of celebrities, from sports and other industries who talked about the stunt online and on live television, giving us PR from all the major TV networks for weeks, coverage on the international news and raising the subject of peace in soccer again.

EXECUTION

The activation was in a situation people thought that would be impossible: opponent fans and opponent players, using the same T-shirt, shouting one message. We’ve got all the teams involved, changing their rival colors to a white T-shirt with our campaign motto, #GritodePaz, to shout for peace during the anthem.

 

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