Corinthians, a Brazilian football club, celebrated its 100th anniversary in 2010. Nike decided to give the club’s more than 30 million fans a gift that would measure up: a country. República Popular do Corinthians. And to guarantee the recognition of República Popular do Corinthians as a country, we developed everything a nation has: a coat of arms, documents, legislation, a flag, currency, heroes and an embassy. Even a president was appointed. In a guerilla action, the presidential sash of República Popular do Corinthians was handed over to Lula.

The design of the campaign República Popular do Corinthians, the republic founded in celebration of the century of football club Corinthians, mixed classical elements of historical documents of great republics with the team’s own personality. We created a travelling Embassy (a truck) that visited several cities in São Paulo's State. Besides serving a platform for presentation and sales of various campaign items, the Embassy helped to attract the attention of the media and the population to República Popular do Corinthians.

Piece by piece, the campaign was commented on the biggest TV and radio shows and newspapers. On the Internet, the campaign became one of the TrendTopics on Twitter, received more than 25 honours on YouTube and had already been reproduced in almost 3 million pages. Millions of documents were issued, generating many million R$ in free media and product sales. The images were spontaneously adopted in the training centre. Around US$ 5 million in revenue were generated. Nike liked the campaign so much that, intends to export the idea to other clubs in other countries.