Since Nike sponsors many of the athletes from the national team and, consequently, has much content to generate, the idea this time was to transform all the different contents into a single one and create a more extended content, of 5’ - as if it were a short feature film, and so we treated the content as if it were the launching of a movie.

We struck a deal with Cinemark to show our contents right before the movies, as well as putting up posters announcing the short as if they were cinema posters - and placed them in front of the auditoriums where they would be shown (movies directed at the public).On the Internet, we put a shorter version of the content, as if it were a trailer, so it could be streamed directly on the online media piece, and that still would arouse the interest of the users to go to the Nike website to see the full content (more than 118 million page views).

6.8 million views of the film on the Internet;Most viewed film in the sports category on YouTube Brazil;Around 100,000 people impacted integrally and without dispersion at the cinemas - by the short film as well as by the posters.