Nike Design & Branding CORINTHIANS 100TH ANNIVERSARY by F/Nazca Saatchi & Saatchi Sao Paulo, Saatchi & Saatchi Los Angeles

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Creative Director Fabio Fernandes, Eduardo Lima
Art Director Joao Linneu, Rodrigo Castellari, Fabio Brigido
Agency Saatchi & Saatchi Los Angeles
Creative Director Fabio Fernandes, Eduardo Lima
Art Director Joao Linneu, Rodrigo Castellari, Fabio Brigido
Released September 2010

Credits & Description

Category: Posters
Advertiser: NIKE
Product/Service: CORINTHIANS
Date of First Appearance: Sep 1 2010
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Creative Directors: Fabio Fernandes/Eduardo Lima (F/Nazca Saatchi & Saatchi)
Copywriters: Mariana Borga/Pedro Prado (F/Nazca Saatchi & Saatchi)
Art Directors: Fabio Brigido/João Linneu/Rodrigo Castellari (F/Nazca Saatchi & Saatchi)
Illustrators: André Maciel (F/Nazca Saatchi & Saatchi)
Typographers: Jomar Farias/Leandro Ferreira/Robson de Vitto/Cibele Fontoura (F/Nazca Saatchi & Saatchi)
Head of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Account Executive: André Gustavo/Saulo Sanchez/Camila Hamaoui (F/Nazca Saatchi & Saatchi)
Planners: Fernand Alphen/Bertrand Cocallemen/Utymo Oliveira (F/Nazca Saatchi & Saatchi)
Media placement: Print - Magazines - 1 September 2010

Describe the brief from the client
Corinthians, a Brazilian football club, celebrated its 100th anniversary in 2010. Nike decided to give the club’s more than 30 million fans a gift that would measure up: a country. República Popular do Corinthians. And to guarantee the recognition of República Popular do Corinthians as a country, we developed everything a nation has: a coat of arms, documents, legislation, a flag, currency, heroes and an embassy. Even a president was appointed. In a guerilla action, the presidential sash of República Popular do Corinthians was handed over to Lula.

Describe the challenges and key objectives
The launching took place on the day that Corinthians celebrated its centenary, in an event at Parque São Jorge, in São Paulo. Magna Carta was published in the major newspapers, the website was launched, the itinerant embassy began to circulate around Brasil, the flag of the República was hoisted for the first time at Pacaembu Stadium. Nike shop windows received the República look and the Corinthios, currency issued by the Fazendinha Ministry, became discount coupons. Throughout the campaign, kits with documents were distributed to celebrities and Lula was appointed president of República.

Describe how you arrived at the final design
The goal was to portray in an almost documental manner, heroic moments experienced by República Popular do Corinthians, the republic founded in celebration of the century of football club Corinthians. We wanted to transmit the idea of revolution, struggle, sweat and blood spilled by the heroes of República Popular do Corinthians. The aesthetic chosen brings to the work the personality of emblematic paintings, such as Delacroix’s Liberty Leading the People

Give some indication of how successful the outcome was in the market
Piece by piece, the campaign was commented on the biggest TV and radio shows and newspapers. On the Internet, the campaign became one of the TrendTopics on Twitter, received more than 25 honours on YouTube and had already been reproduced in almost 3 million pages. Millions of documents were issued, generating many million R$ in free media and product sales. The images were spontaneously adopted in the training centre. Around US$ 5 million in revenue were generated. Nike liked the campaign so much that, intends to export the idea to other clubs in other countries.