THE PEOPLE'S CUP by BOCA for Olympikus

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THE PEOPLE'S CUP

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Industry Sportswear, Athletic Footwear & Accessories, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Brazil
Agency BOCA
Creative Director Eduardo Menezes
Art Director Gabriel Gama, Rodrigo Alves Pereira
Copywriter Everton Behenck
Account Supervisor Ana Paula Altenhofen
Released September 2012

Credits & Description

Category: Corporate Communication
Advertiser: OLYMPIKUS
Product/Service: SPORTS MANUFACTURER
Creative Director: Eduardo Menezes (BOCA)
Creative Planner: Everson Klein (BOCA)
Technology Planner: Marcelo Quinan (BOCA)
Copywriter: Everton Behenck (BOCA)
Art Director: Rodrigo Pereira (BOCA)
Art Director: Gabriel Gama (BOCA)
Producer Supervisor: Luisa Bettio (BOCA)
Assistant Producer: Carol Abreu (BOCA)
Account Supervisor: Ana Paula Altenhofen (BOCA)
Assistant Account Supervisor: Juliana Bier (BOCA)
Executive Producer: Fernanda Borges (BOCA)
Assistant Executive Producer: Pedro Bergamaschi (BOCA)
Assistant Executive Producer: Giordano Ferreira (BOCA)
PR Supervisor: Maíra Rolim, Bianca Martinez (BOCA)
PR Assistant: Maria Eduarda Barbosa, Natália Pegoraro (BOCA)
Media placement: Project Release - Social Network/Facebook - 01 June 2010
Media placement: 32 Footballs For Press Kits - Personally Delivered - 11 June 2010
Media placement: 32 Press Kits Premieres/ 32 Countries - Personally Delivered - 20 October 2010

Summary of the Campaign
The work was done for Olympikus, Brazil's biggest sports brand, and its concept is inspiration. Through this positioning, the brand valorizes common, anonymous athletes. Those who practice and involve themselves with sports in a passionate, even unpretentious way. This is the opposite of the giant international brands that place value on sports stars and the pursuit of the best performance at any cost.

The Situation
Brazil is the country of football and host of the 2014 World Cup. At the same time, Brazilians were not showing as much enthusiasm about the event as they used to. They were concentrating more on national victory, forgetting the global spirit of the tournament. In an attempt to rescue this spirit, the brand devised a collaborative movie, filmed by fans, for fans in the 32 countries that participate in the World Cup. And in order to find these people around the world, a complex PR campaign was needed.

The Goal
In order for the movie to be produced with the level of commitment and truth that the brand needed, the right people need to be found. Real people. People who loved film as much as they loved sports. The criterion for the project's success was finding people with the necessary characteristics and esthetic sensibility to film and find the characters for the film in 32 countries. In this way producing a film truly made by fans for fans.

The campaign was not directed toward an end audience, it sought people with characteristics that were similar to those of consumers. With the same love for sports and who would be able to bring the feelings and spirit of the world tournament to Brazilian fans.

The Strategy
The strategy consisted in using 6 coolhunters in Brazil to find and engage 32 people who are passionate about both football and film. They filmed fans in the 32 countries that took part in the World Cup. In the second stage of the Cup, the representatives from 16 countries that remained in the competition needed to find a character to represent their country in the movie. The result was a 22 minute-long documentary showing all of the fans' excitement, bringing the true spirit of unity of a world tournament.

Execution
A team in Brazil looked for six leaders on the six continents via social networks. These leaders chose 32 people who are passionate about football and film, so they could be the film makers responsible for filming in their countries. After the first stage of the championship, the 16 people from the classifying countries were to choose 16 characters for the movie from their list of contacts. In addition, the entire team, as it was chosen, would begin work to create momentum for the project, promoting the movie in their country. This lasted three months.

Documented Results
The filmmakers were all recruited according to criteria defined by the brand. All the characters were in agreement with the idea behind the project. The result was 350 hours of raw footage, and it was from this material that "The People's Cup" was put together. A collaborative film to remind Brazilians of the true spirit of the World Cup. This network produced 32 film debuts around the world and the documentary reached more than 57 million people in 96 countries.