Vivo Design & Branding PATRIOTIC BALL by Wunderman Sao Paulo

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Industry Sports Teams & Events, Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency Wunderman Sao Paulo
Associate Creative Director Alexandre Lima, Fabio Matiazzi Wunderman
Creative Director Rodrigo Jatene, Adriano Abdalla Wunderman
Art Director Rodrigo Zanchini, Raphael Gentil
Copywriter Ricardo Diniz, Rafael Palermo Wunderman
Released March 2012

Credits & Description

Category: Promotional Item Design
Advertiser: VIVO
Creative Vice President: Paulo Sanna (Wunderman)
Creative Director: Adriano Abdalla (Wunderman)
Creative Director: Rodrigo Jatene (Wunderman)
Associate Creative Director: Alexandre Lima (Wunderman)
Techonology Director: Bruno Mosconi (Wunderman)
Copywriter: Rafael Palermo (Wunderman)
Art Director: Raphael Gentil (Wunderman)
Art Director: Rodrigo Zanchini (Wunderman)
Copywriter: Ricardo Diniz (Wunderman)
Associate Creative Director: Fabio Matiazzi (Wunderman)
Producer Director: Ricardo Ramos (Wunderman)
Producer Director: Rodrigo Cassino (Wunderman)
Account Director: Alessandra Santana (Wunderman)
Operations Vice President: Cristiano Sperb (Wunderman)
Account Director: Marcelle Resende (Wunderman)
Techonology Developer: Yes (Yes)
Film Production: Adorni Filmes (Adorni Filmes)
Media placement: Live Event - Campus Party - 7 February 2012
Media placement: Live Event - Arena Vivo - 23 March 2012
Describe the brief from the client
To promote Vivo’s – Brazil’s largest mobile operator – sponsorship of the Brazilian national team using an unconventional campaign that differentiates the brand from other sponsors.
Describe the challenges and key objectives
Conventional campaigns to promote Vivo’s sponsorship of the Brazilian national soccer team had proved inefficient in terms of message reach and reverberation, in addition to competing directly with campaigns from the other sponsors. Also, the spaces available on the practice jerseys, stadium billboards and press conference boards produced little recall for Vivo’s support of the national sport. So we decided to find a new way to activate the sponsorship and establish an even stronger connection with millions of Brazilians.
Describe how you arrived at the final design
When it comes to soccer, the fan’s eyes are not focused on advertising, but on the ball. Instead of reinventing the wheel, we reinvented the ball, by creating the Vivo Patriotic Ball. Through technology, we transformed a simple soccer ball into a gadget capable of communicating Vivo’s support for the sport in a surprising manner. We invented a high-tech ball that plays notes from the national anthem on a computer, every time it is kicked.
Give some indication of how successful the outcome was in the market
Foot by foot the ball generated interaction between the audience and the brand, word of mouth, and social media conversations. But above all, VIVO became the Top Of Mind sponsor among the 12 brands that support the Brazilian national team.