Bandsports Promo, Case study PARENTAL CONTROL by Ogilvy Sao Paulo

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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Brazil
Agency Ogilvy Sao Paulo
Creative Director Fred Saldanha, Tiago Meloni
Art Director Fernando Reis, Olivia Cho, Izabella Cabral
Copywriter Fred Aramis, Marcelo Padoca Lima
Account Supervisor Carolina Vieira
Released April 2011

Credits & Description

Category: Publications & Media
Advertiser: BAND SPORTS
Product/Service: SPORTS CHANNEL
Date of First Appearance: Apr 25 2011
Entrant Company: OGILVY BRASIL, São Paulo, BRAZIL
Entry URL:
Vice President/Executive Creative Director: Anselmo Ramos (Ogilvy)
Creative Director: Fred Saldanha (Ogilvy)
Art Director: Fernando Reis (Ogilvy)
Art Director: Izabella Cabral (Ogilvy)
Art Director: Olivia Cho (Ogilvy)
Copywriter: Marcelo Padoca (Ogilvy)
Copywriter: Fred Aramis (Ogilvy)
Account Manager: Evandro Guimarães (Ogilvy)
Account Supervisor: Carolina Vieira (Ogilvy)
Project Manager: Maíra Quagliato (Ogilvy)
Project Manager: Emerson Luis Lima da Silva (Ogilvy)
Motion: Rubens Angelo (Ogilvy)
Motion: Paulo Caldas (Ogilvy)
Front End Engineer: Felipe Rodrigues (Ogilvy)
Sound Design/Arrangement: S de Samba (S de Samba)
Agency Producer: Nana Bittencourt (Ogilvy)
Agency Producer: Maurício Granado (Ogilvy)
Media placement: Digital - - 25th, April, 2011

Insights, Strategy & the Idea
Brazilians breathe football and love their teams.
A love passed from father to son since very early on.
But, sometimes things go wrong and disappointed fathers lose their beloved sons for teams that they hate.
How can they protect their innocent kids from the bad influence of kids who support other teams?
BAND SPORTS TV Channel has decided to do something about it.

Creative Execution
We created BAND SPORTS Parental Control. A free, easy-to-install browser app. You choose your team and the team you need to block. You can select any of the major Brazilian teams. If your kid tries to look up other team’s winning goals BAND SPORTS Parental Control immediately filters all YouTube sports content, so your kid sees only the results you want.

Results and Effectiveness
BAND SPORTS Parental Control was one of the most downloaded and commented browser apps in Brazil this year. And, most importantly, there are more parents and kids together supporting the same team throughout the country watch all the games together on BAND SPORTS TV Channel.