Hemobali Digital, Case study MY BLOOD IS RED AND BLACK [Video], 6 by Leo Burnett Tailor Made Sao Paulo

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MY BLOOD IS RED AND BLACK [Video], 6

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Industry Sports Teams & Events
Media Digital, Interactive & Mobile, Case study
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Executive Creative Director Guilherme Jahara
Released May 2013

Awards

Cannes Lions 2013
Branded content & entertaiment lions Branded Entertainment; Best integrated content campaign Silver

Credits & Description

Type of entry: Branded Entertainment
Category: Best integrated content campaign
Advertiser: HEMOBA / ESPORTE CLUBE VITÓRIA
Product/Service: FOOTBALL TEAM
Agency: LEO BURNETT TAILOR MADE São Paulo, BRAZIL
Chief Creative Officer: Marcelo Reis (Leo Burnett Tailor Made)
Executive Creative Director: Guilherme Jahara (Leo Burnett Tailor Made)
Creative Directors: Marcelo Reis/Guilherme Jahara/Rodrigo Jatene (Leo Burnett Tailor Made)
Art Directors: Rodolfo Fernandes/Alexandre Pagano/Guilherme Jahara (Leo Burnett Tailor Made)
Copywriters: Erick Mendonça/João Caetano Brasil (Leo Burnett Tailor Made)
Account: Pablo Artega/Junior Bottura/Anelene Putini (Leo Burnett Tailor Made)
Media: Fernando Sales/André Massuda (Leo Burnett Tailor Made)
Planner: Marcello Magalhães/Tiago Lara/Manuela Gambagorte (Leo Burnett Tailor Made)
Agency Producer: Celso Groba/Maria Fernanda Moura/Rafael Messias/Camila Aquino (Leo Burnett Tailor Made)
Client's Approval: Adilson Baptista Jr./Leandro Hamiro Dos Santos/Carlos Sérgio Falcão/Alexi Portel (Hemoba/Esporte Clube Vitória)
Production Company: Bia Flecha/Fernando Sanches (Vetor Zero/Brasileira Filmes)
Photography: Gabriel Teixeira ()
Sound Company: (Audioboutique)
Locutor: Wagner Moura ()
Describe the campaign/entry
Today, most of the brand products and services in Brazil don't do editorials or entertainment. They only use traditional advertising which tries to be editorial or entertainment. There are hundreds of restrictions from TV channels and even the Government, but nothing that has proved an obstacle for our campaign which deserves to be mentioned in this context.

Results
Blood banks suffer their greatest shortage of blood in the months of June and July. For Hemoba to meet the demand of the population, it was necessary to increase the amount by 25%. It's a fact: people are only motivated to donate blood when someone they like is in need. Thus, we decided to invite people to donate blood to their greatest passion: their football club. We took off the red stripes from Vitória's centenary kit. Only with the direct participation of the fans, through blood donations, would the color of the jersey come back, stripe by stripe as blood was being donated. It started with a press conference. Then the team entered the field in shirts without the red stripes. Flyers and a press kit were distributed to the fans, journalists and influencial fans, explaining what was happening. Right after the match, we launched an integrated campaign, including a TV spot narrated by Wagner Moura, the actor who played "Capitão Nascimento" in the "Elite Squad" films and a fanatical Vitória supporter. For ten matches, the team played in the new kit. People started donating blood and the stripes gradually
returned.

Football is a subject taken very seriously in Brazil. It is common to see protests against the coaches of the national football team, for example, but not against our country's corruption. Thus we did something that people were already naturally attracted to, football. In addition, we could generate more content, more issues, in a universe that is already full of consumers eager for news.

An increase of 46% in blood donations (the original goal was 21%). With an investment of US$ 15,000.00, US$ 8,000,000.00 was generated in spontaneous media. Approximately 130 million people impacted: more than 1 billion page views on the web and 935 minutes of TV exposure, including matches, after match shows and articles. There was a huge national and international response. Even the supporters of Bahia, Vitoria's biggest rival, joined the campaign. Videogame players developed the new uniforms for the Pro Evolution Soccer 2012. The jersey became the third official uniform of the club and there was even a pirate version, which could be found at street vendors. The club immortalized the campaign as part of its memorial celebrations and is producing a documentary.