We decided to do something different: own the footage presented in the show; not the rights, not the TV show, the teams or the players.

The EUROCUP show presented a summary of the best game action with an emotional and human perspective. At the end of this footage we inserted a 7 second product shot to own those images and the feeling by using smart media placement and a perspective that ironically communicated the product benefits by showing its limitations.

We increased the awareness of the brand, which became one the most important brands associated to sports in the local market.