Nike Design & Branding REPÚBLICA POPULAR DO CORINTHIANS by F/Nazca Saatchi & Saatchi Sao Paulo

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REPÚBLICA POPULAR DO CORINTHIANS

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Industry Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Producer Kito Siqueira, Equipe Delicatessen Filmes
Editor Danilo Abraham
Released September 2010

Credits & Description

Category: Consumer Products
Advertiser: NIKE
Product/Service: CORINTHIANS
Agency: F/NAZCA SAATCHI & SAATCHI
Date of First Appearance: Sep 1 2010
Entrant Company: F/NAZCA SAATCHI & SAATCHI, São Paulo, BRAZIL
Creative Directors: Fabio Fernandes/Eduardo Lima/Theo Rocha (F/Nazca Saatchi & Saatchi)
Art Directors: Fabio Brigido/João Linneu/Rodrigo Castellari (F/Nazca Saatchi & Saatchi)
Copywriters: Eduardo Lima/Mariana Borga/Pedro Prado (F/Nazca Saatchi & Saatchi)
Head of Art: João Linneu
 (F/Nazca Saatchi & Saatchi)
Advertiser's Supervisors: Tiago Pinto/Marcio Zorzella/Guilherme Glezer (F/Nazca Saatchi & Saatchi)
Planners: Fernand Alphen/Bertrand Cocallemen/Utymo Oliveira (F/Nazca Saatchi & Saatchi)
Media: Lica Bueno / Fernanda De Lamare / Sandro Cachiello / Bruno Flocke / Diego Viudes (F/Nazca Saatchi & Saatchi)
Programmers: Paulo Pacheco/Jefferson Russo (F/Nazca Saatchi & Saatchi)
Account: André Gustavo / Saulo Sanchez / Camila Hamaoui / Frederico Steinhoff / Mayra Pel (F/Nazca Saatchi & Saatchi)
Agency Producer: Igor Ferreira (F/Nazca Saatchi & Saatchi)
Illustrators: André Maciel / Mauro Ferreira / Flavia Gonzalez / Ricardo Alonso (F/Nazca Saatchi & Saatch)
Photographers: Caio Guatelli / Bruno Rondinelli / André Faccioli (F/Nazca Saatchi & Saatch)
Typographers and Art Buyer: Jomar Farias / Leandro Ferreira / Robson de Vitto / Cibele Fontoura / Edna Bombi (F/Nazca Saatchi & Saatchi)
Producer: Delicatessen Filmes (Delicatessen Filmes)
Directors: Airton Carmignani / Ricardo Jones (F/Nazca Saatchi & Saatchi)
Editor: Danilo Abraham (F/Nazca Saatchi & Saatchi)
Visual Effects Editor: Bruno Garcia (F/Nazca Saatchi & Saatchi)
Sound: Satélite (Satélite)
Producer: Kito Siqueira (Satélite)
Locution: Happin Hood (Happin Hood)
Media placement: Banner - The Celebrations Of The Centenary - 1 September 2010
Media placement: Discount Voucher - Official Corinthians Stores - 1 September 2010
Media placement: Internet - Official Channel On Youtube; República Popular Do Corinthians Site - 1 September 2010
Media placement: Itinerant - A Truck That Travels All Over The São Paulo's State - 1 September 2010
Media placement: Magazine - Placar - 1 September 2010
Media placement: Newspapers - Folha De S.Paulo; O Estado De S. Paulo; Lance! - 1 September 2010
Media placement: Poster - Shop Window; Locker Room; Training Centre - 1 September 2010
Media placement: Visual - Official Corinthians Stores - 1 September 2010
Media placement: Dimensional Mailing - We Present Lula With The Presidential Sash - 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 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
It’s not every day that a nation’s president as important as Lula, accepts taking part in an advertising campaign. Especially if caught by surprise. Therefore, the presidential sash of República Popular do Corinthians, the republic founded in celebration of the century of football club Corinthians, that was presented to him, had to be more than special. And it was. We decided to make it in silk and include all the details present in a real presidential sash: colours, hand-embroidered coat of arms, fringes, etc. And so Lula was inaugurated as first president of the República Popular do Corinthians.

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.