BEFORE & AFTER by F/Nazca Saatchi & Saatchi Sao Paulo for Nike

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BEFORE & AFTER

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Industry Sportswear, Athletic Footwear & Accessories
Media Film
Market Brazil
Agency F/Nazca Saatchi & Saatchi Sao Paulo
Illustrator André Maciel
Production Ioio Filmes
Production Tribbo Post
Copywriter Pedro Prado, Eduardo Lima
Released May 2012

Awards

Cannes Lions 2012
Film Lions Short Format Internet Film Bronze

Credits & Description

Entrant: F/Nazca Saatchi & Saatchi, São Paulo
Nike - "Before & After"
Corporate Name of Client: Nike
Client Account Directors: Tiago Pinto/Guilherme Glezer
Agency Account Director: Marcello Penna
Agency: F/Nazca Saatchi & Saatchi, São Paulo
Chief Creative Officer: Fabio Fernandes
Creative Directors: Eduardo Lima/Theo Rocha
Copywriter: Eduardo Lima
Art Directors: João Linneu/Theo Rocha
Head of Art: João Linneu
Illustrator: André Maciel
Agency Producers: Adriano Costa/Marcio Leitão
Production Company: Ioiô Filmes, São Paulo
Director: Jones+Tino
Post-Production Company: Tribbo Post, São Paulo
Animator: Fernando Lanças
Editors: Ricardo Jones/Marcio Leitão
Sound Design Company: Satelite, São Paulo
Sound Designer: Satelite
Music Composer: Barbatuques
Song Title: Baianá
Description of the Project
Created by F/Nazca Saatchi & Saatchi, Brazil, the clip Before and After depicts how the player split the world of football into two eras: before Ronaldo and after Ronaldo. In the 60”clip, we see the differentials of the Phenomenon, including his rapid-style play and technique, which influenced thousands of new players and fans alike, and gave Brazilian football unprecedented visibility. The airing accompanies the hashtag #prasemprefenomeno (#foreverfenomeno), created early this year when Ronaldo announced his retirement. The hashtag was a hit at the time, reaching first place in the Trend Topics Brasil within just hours, and topping the world Trend Topics minutes later, following the player’s official announcement. The soundtrack of the clip called “Baianá”, is by the group the Barbatuques, a reference group in body percussion that produces organic music using the body as an instrument. The group has been around since 1996, comprises 15 members, and has given shows all over the world.