Our goal was to divulge that TAM is the national soccer team's sponsor and official airline. During the 2010 FIFA World Cup, a time of the year when all the advertisers spoke all about the same theme. Instead of creating a campaign, we decided to realize the dream of 190 million Brazilians. We transformed our airplane into a communication channel between the fans and the players. (Detail: just when coach Dunga had narrowed the access to the players the best he could.)

We decided to use a media no other sponsor could: our own airplane. We transformed it into a communication channel between the fans and the players. During 45 days, we divulged a campaign asking the Brazilians to send encouragement videos and messages to the players. Following that, we applied these phrases as stickers on the aircraft fuselage and the best videos became a film screened to the players during their flight to the World Cup. We also uploaded the film to YouTube at the take off moment, so the fans could watch it, real-time, with the national team players.

- The national soccer team departure was broadcast live by the biggest TV network in the country. The video and our airplane were news on the most important TV news programs, newspapers, magazines, websites and weblogs in the country, representing over US$ 5 million on spontaneous media.

- It was Brazil’s most viewed video on YouTube during the premiere.- And the coach that didn’t want to allow nobody talk to the players, asked us for a copy of the film to replay it to the players in their locker room before the first match at the World Cup.