Brazil is always drawn to football (soccer). Spoken sponsorship and commercials during the game are really expensive, because the matches usually attract huge audiences. An intervention without interrupting the game was a great solution, but it was really difficult to execute, even more with a low budget.

We developed an intervention on the broadcast of a Brazilian National Team match that was aired on Band Sports Channel. For 4 minutes, the field has gradually changed its colour, from green to brown, demonstrating the rate of devastation of Brazilian forests in real time to the audience.

The days following airing of the idea saw a 73% raise in access to the local WWF access. But more than just that, the idea got spontaneous media and social mentions throughout the country, appearing in a range of publications from business to entertainment.

The issue was raised successfully with great buzz, and Brazil gained more perspective about it, as the client wanted.