The ESPN brand positions itself as a specialist in all sports. In Brazil, ESPN has an intense soccer programming with championships from around the world and a team of experts on the subject.

The idea came from comparing those who watch soccer games on other channels and those who watch them on ESPN. To make this difference clear, the campaign featured ads that showed viewers that had little information, and the ESPN viewers with much more content. For the production, the images were projected on a huge wall with chalk illustrations, and then photographed.

The campaign increased the channel’s audience for all of the international soccer matches. Even moments that showed the pre-recorded matches. The visits on the ESPN website also increased, because spectators had the desire to learn more about the channel’s reporters.