Brasileiragem

On the road to the 2018 FIFA World Cup, Nike wanted to celebrate football the Brazilian way. Not the well known “Joga Bonito” but a different style that has evolved to evoke the Brazilian football roots from the streets. The term “Brasileiragem” (meaning “the Brazilian way of playing”) was coined to define this style and we started seeding it through and from the football community in Brazil through a series of gifs edited from the CBF training footage of the national team.

The “Brasileiragem” campaign features many athletes from Brazil’s national team. The film depicts Brazilian football as a balance between talent, joy and commitment.

We also developed iconic graphic elements, accompanied by a song written and performed by Fabio Braza, to capture and convey the essence and meaning of Brasileiragem.

Credits

Role: Nike Creative Lead

Creative Partner: Wieden & Kennedy SP

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