adidas/Flamengo campaign wins award at Cannes
Activation that illuminated Christ the Redeemer with the red-black Mantle on the eve of the 2019 Libertadores final won two Bronze Lions
By Flamengo and adidas - in
This week, the "Jesus Our Supporter" campaign, created by Ogilvy with Flamengo and adidas, was awarded two Bronze Lions at Cannes. The international festival is one of the world's leading advertising awards."This campaign managed to innovatively combine two of Brazil's most representative images: the statue of Christ the Redeemer and the Flamengo jersey, creating a highly impactful promotional campaign. We are very proud of the awards we won at Cannes. They demonstrate that the celebration of winning the Libertadores Cup has also made its mark on the advertising world," said Gustavo Oliveira, Flamengo's vice president of Communications and Marketing.
In addition to the Bronzes in the "PR" and "Entertainment for Sports" categories, the activation also reached shortlist from the "Brand Experience & Activation" categories; "Culture & Context: Breakthrough on a Budget"; "Culture & Context: Cultural Insight"; and "Sports-led Brand Experience: Sports Live Experience Outdoor."
"We believe that having Christ blessing this final and wearing the red-and-black jersey had a symbolism in itself, since football is practically a religion for the Brazilian people. It was an activation that filled the more than 42 million Flamengo fans with pride, and we are very happy to receive this recognition at the most important creativity festival in the world," commented Daniela Valsani, Senior Director Brand Activation at adidas.
To bless the team in the 2019 CONMEBOL Libertadores final, Christ the Redeemer donned the Mantle on the eve of the final, captivating the Red-Black Nation and the news media—major television news outlets, online news outlets, and print media outlets, both domestically and internationally, including the front pages of Brazil's largest newspapers. Within 24 hours, the activation reached 115 countries across five continents, generating US$3 million in spontaneous media.