YEAR

2019

ADIDAS TEAM

RAFAEL ROMANO
YURI CASTRO
JULIANA MONTEIRO

AGENCY

OGILVY
EDELMAN

AWARDS

CANNES LIONS 2x BRONZE (PR & ENTERTAINMENT FOR SPORTS)

In Latin America, football and religion have been inseparable since day one. So when Flamengo reached its first Libertadores final in 38 years to face Argentina’s River Plate, we decided to take the rivalry somewhere no football brand had gone before. Argentina had the defending champions, Maradona’s Hand of God and, at the time, an Argentine Pope. Brazil needed some divine support of its own.

On the eve of the final, we turned Rio’s most iconic symbol into Flamengo’s biggest supporter, using projection mapping to dress Christ the Redeemer in the club’s red-and-black jersey.

One image was enough. Within 24 hours, it travelled across 115 countries, generated US$3M in earned media and put Flamengo and its adidas jersey at the center of the football conversation.

The biggest cultural statements just need the right moment, the right symbol and a little faith.