Campaign details
Brand: Fortaleza Esporte ClubeBrand owner: Fortaleza Esporte ClubeLead agency: BETC HavasCountry: BrazilIndustries: SportsMedia channels: Public relationsBudget: 0k
Executive summary
In an extremely racist country, where no one considers themselves racist, we had the challenge of drawing attention to the racial cause and making those who used racial slurs punished more impactfully.
We used the visibility and increased consumption of soccer to convey a message to the Brazilian people by placing a racial target on the Fortaleza Esporte Clube players' uniforms.
Market background and context
Many...