Objective: spread a message against racism in soccer.Insight: Boots of different colors symbolizing that there's no place for racial prejudice in sport.Strategy: We've chosen a major soccer idol (El Loco Abreu) as a spokesman to represent the concept that boots of different colors mean that there's no place for race prejudice in sports.

Target: Brazilian soccer fans. National broadcast in primetime TV.

Choose an idol as a spokesman to represent the concept that boots of different colors mean that there's no place for race prejudice in sports.Channels: just one newspaper ad in gameday.

Stunt broadcast live across Brazil for 90 minutes during TV primetime in SporTV, the leading sports cable TV network. Audience: 800,000.Google Keywords Search: Loco Abreu Racismo: 190,000 resultsLoco Abreu chuteiras racismo: 34,700 resultsLoco Abreu sapatos racismo: 28,900 resultsASICS chuteiras racismo: 33,500Press: Coverage in all the major TV sports programs after match and the next day;One week later: whole page interview with El Loco Abreu in O Globo (one of Brazil's most influential newspapers) dealing with racist issues and the player's initiative to play with the anti-racist boots.