We wanted to capitalize the hearing of the Football world cup to introduce the topic of poverty in the continent.

As part of the World Cup Brazil 2014, the eyes of all the world would be located in stadiums in Brazil, at the stars. We wanted those eyes to look at another reality. One that was less than 10km from the airport of San Pablo. In particular the reality of Anita Garibaldi, a football team in a favela living in the same conditions of insecurity that hundreds of millions of people on the continent are enduring.

We launched a very special challenge, challenge the world champions. Anita Garibaldi VS World champions. Through a documentary on a microsite, uploads of the videos of players challenging major stars and sharing them on social networks, we generated media interest worldwide.

We managed to be part of an agenda marked only by what happens in the playgrounds. Anita Garibaldi was a totally different piece of news around the world cup.

As planned, a month before the start of the World Cup, we launched the documentary Anita Garibaldi and the news of the challenge to the world champions. Over the weeks, communication was supplemented with other videos showing the life of Anita Garibaldi players and the reality of the inhabitants of the favela. Celebrities joined the campaign through social networks.

When the World Cup reached the semi-finals, the 4 teams still competing for the championship, received an official message challenging them to play with Anita Garibaldi in the favela.

The news of the challenge reached 10.6 million people in 53 countries and made headlines in over 250 media around the world.