Nike: REPÚBLICA POPULAR DO CORINTHIANS by F/Nazca Saatchi & Saatchi Sao Paulo for Nike

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Industry Sportswear, Athletic Footwear & Accessories
Media Promo & PR
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Director Airton Carmignani, Ricardo Jones
Creative Director Fabio Fernandes, Carlos Di Celio
Art Director Joao Linneu, Rodrigo Castellari, Theo Rocha, Fabio Vido | Fabio Brigido
Copywriter Pedro Prado, Eduardo Lima, Mariana Borga | Thiago Carvalho
Producer Kito Siqueira, Equipe Delicatessen Filmes
Photographer Bruno Rondinelli, Andre Faccioli, Caio Guatelli
Illustrator Ricardo Alonso, Mauro Ferreira, André Maciel, Flavia Gonzalez
Editor Danilo Abraham
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Integrated Media Bronze

Credits & Description

Type of Entry: Best Integrated Campaign
Category: Best Use of Integrated Media
Advertiser/Client: NIKE
Product/Service: CORINTHIANS
Entrant Company: F/NAZCA SAATCHI & SAATCHI São Paulo, BRAZIL
Advertising Agency: F/NAZCA SAATCHI & SAATCHI São Paulo, BRAZIL

Creative Director: Fabio Fernandes/Eduardo Lima/Theo Rocha (F/Nazca Saatchi & Saatchi)
Head of Art: João Linneu (F/Nazca Saatchi & Saatchi)
Copywriter: Eduardo Lima/Mariana Borga/Pedro Prado (F/Nazca Saatchi & Saatchi)
Art Director: Fabio Brigido/João Linneu/Rodrigo Castellari (F/Nazca Saatchi & Saatchi)
Illustrator: André Maciel/Mauro Ferreira/Flavia Gonzalez/Ricardo Alonso (F/Nazca Saatchi & Saatchi)
Photographer: Caio Guatelli/Bruno Rondinelli/André Faccioli (F/Nazca Saatchi & Saatchi)
Typographer and Art Buyer: Jomar Farias/Leandro Ferreira/Robson de Vitto/Cibele Fontoura/Edna Bombini (F/Nazca Saatchi & Saatchi)
Agency Producer: Igor Ferreira (F/Nazca Saatchi & Saatchi)
Programmers: Paulo Pacheco/Jefferson Russo (F/Nazca Saatchi & Saatchi)
Account: André Gustavo/Saulo Sanchez/Camila Hamaoui/Frederico Steinhoff/Mayra Pellegrini (F/Nazca Saatchi & Saatchi)
Planner: Fernand Alphen/Bertrand Cocallemen/Utymo Oliveira (F/Nazca Saatchi & Saatch)
Media: Lica Bueno/Fernanda De Lamare/Sandro Cachiello/Bruno Flocke/Diego Viudes (F/Nazca Saatchi & Saatch)
Producer: Delicatessen Filmes (Delicatessen Filmes)
Director: Airton Carmignani/Ricardo Jones (F/Nazca Saatchi & Saatchi)
Editor: Danilo Abraham (F/Nazca Saatchi & Saatchi)
Visual Effects Editor: Bruno Garcia (Delicatessen Filmes)
Motion: Fernando Lanças/Estevão Puggina (F/Nazca Saatchi & Saatchi)
Sound: Satélite (Satélite)
Producer: Kito Siqueira (Satélite)
Locution: Happin Hood (Happin Hood)

Results and Effectiveness:
200k clicks in 3 days Nike Futebol
Almost US$ 7.8 million in free media
Mailing list of over 1.2 million fans for Nike
Product sales of over US$5.1 million
1.3 million official documents issued
Facebook: Over 100,000 fans
The video was uploaded by different users and platforms.
YouTube #1 Top Rated, Top Favorited and #2 Most Discussed (September; Brazil)
400,000 views of the spot on the Nike Channel alone
390,000 spontaneous video forwards on Orkut in less than 72 hours
Twitter #1 TrendingTopics Brazil (3 hours after the campaign release)
Nike and Corinthians intend to use the campaign platform indefinitely
Creative Execution:
The launching took place on the day Corinthians celebrated its centenary, in an event at Parque São Jorge, in São Paulo. On the same day, a Magna Carta was published in the major newspapers, the website (where the documents could be downloaded) was launched, the itinerant embassy began to circulate around Brasil and the flag of the República was hoisted for the first time at Pacaembu Stadium. Simultaneously, the Nike shop windows received the República look and the Corinthios, currency issued by the Fazendinha Ministry, became discount coupons. Throughout the campaign, kits with documents were distributed to famous fans and Lula was appointed president of República Popular do Corinthians. The images of the campaign were spontaneously adopted in the permanent structure of the club’s new training center.
Insights, Strategy and the Idea:
Corinthians, a Brazilian football club, celebrated its 100th anniversary in 2010. Nike decided to give the club’s more than 30 million fans a gift that would measure up: a country. República Popular do Corinthians. And to guarantee the recognition of República Popular do Corinthians as a country, we developed everything a nation has: a coat of arms, documents, legislation, a flag, currency, heroes and an embassy. Even a president was appointed. In a guerilla action, the presidential sash of República Popular do Corinthians was handed over to Lula. Around US$ 5 million in revenue were generated.

The Promo / PR Ad titled Nike: REPÚBLICA POPULAR DO CORINTHIANS was done by F/Nazca Saatchi & Saatchi Sao Paulo advertising agency for Nike in Brazil. It was released in Jun 2011.