THE PEOPLE'S CUP by BOCA for Olympikus

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THE PEOPLE'S CUP

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency BOCA
Creative Director Eduardo Menezes
Art Director Gabriel Gama, Rodrigo Alves Pereira
Copywriter Everton Behenck
Account Supervisor Ana Paula Altenhofen
Illustrator Siggi Eggertsson
Released October 2010

Credits & Description

Category: Publications & Business Communications
Advertiser: OLYMPIKUS
Product/Service: SPORTS MANUFACTURER
Agency: BOCA
Date of First Appearance: Oct 20 2010
Entrant Company: BOCA, Porto Alegre, BRAZIL
Creative Director: Eduardo Menezes (BOCA)
Creative Planner: Everson Klein (BOCA)
Technology Planner: Marcelo Quinan (BOCA)
Copywriter: Everton Behenck (BOCA)
Art Director: Rodrigo Pereira/Gabriel Gama (BOCA)
Producer Supervisor: Luisa Bettio (BOCA)
Project Producer: Gabriela Tachini (BOCA)
Account Supervisor: Ana Paula Altenhofen (BOCA)
Assistant Account Supervisor: Juliana Bier (BOCA)
Executive Producer: Fernanda Borges (BOCA)
Assistant Executive Producer: Giordano Ferreira/Pedro Bergamaschi (BOCA)
Public Relations Supervisor: Maíra Rolim/Bianca Martinez (BOCA)
Public Relations Assistant: Maria Eduarda Barbosa/Natalia Pegoraro (BOCA)
Illustrator: Siggi Eggertsson (Free lancer)
Media placement: 32 Press Kits - Personally Delivered - 20 October 2010

Describe the brief from the client
The client needed to inform Brazil's main opinion makers about the movie "The People's Cup". A collaborative film that intended to bring back a spirit of unity for a worldwide tournament to Brazilians, who had forgotten the true spirit of the World Cup in their obsessive pursuit of national victory.

Describe the challenges and key objectives
The challenge lay in choosing the most important opinion makers for the project and approaching them with a piece that would attract their attention, despite the thousands of advertising pieces they receive every day.
 

Describe how you arrived at the final design
Taking advantage of the fact that a football is made up of exactly 32 pieces, we sent 32 balls to the 32
countries that took part in the Cup. There the balls were kicked, saw penalties, made goals, and they were
sent back to Brazil. In Brazil, they were taken apart and 32 new balls were put together with one piece from
each country. That was it. The opinion makers had in their hands the materialization of the World Cup's spirit
of unity. Literally.

Give some indication of how successful the outcome was in the market
The impact was immediate. Right away, all the main websites, portals and blogs were talking about the
project.

The balls were fundamental for generating buzz for the documentary in the media, generating posts and
comments that were indispensable for attaining the project's 57 million hits.