To promote Gremio’s new vintage jersey and demonstrate it is made of history, Topper created a teaser campaign in which the fabric of the jersey itself was unwoven to reproduce ancient newspaper first pages with the team’s major achievements.

We started with a website inviting people to participate in a cultural contest to know Gremio’s new jersey first hand. On the week of the launch of the vintage jersey, in order to whet supporter curiosity, teaser ads were run in Porto Alegre’s leading newspapers and posters of the same teaser were placed at Gremio stores, giving an idea that the new jersey was made of history.

Unweaving the jersey and reproducing the historical newspaper headlines consumed more than 300 hours’ work. The result: the teaser ads produced more than 250,000 comments on websites, blogs and social networks.The ads were shortlisted as one of the Top 10 best advertisements and posters in the week by several renowned advertising and design websites. The subject, "new jersey", became a Global Trend Topic on Twitter. The promotion website received more than 20 thousand visitors in the 5 first hours alone, and 1,000 jerseys were sold in the dark on the website, before the official launch. And thousands jerseys were sold over the first days.