2014 ended as the most violent year ever for the Brazilian football outside the fields. Hooligans have taken over a place that was supposed to be fun, entertaining and safe. We needed to put an end to this.

A brainstorm between the agency and Ministry of Sport's secretaries ended up in an idea to create stunts during all the most important matches, stating clearly that we are "Opponents on the field. One in life.": #GritodePaz (literally translated as #Shout4Peace).

We kicked off this concept during the most violent classical, Gremio v. Internacional, a match that had a particular twist: a fan from one team could buy the ticket and he would get the chance to invite another fan from the opposite team, for free, to sit together. Mother, sister, friend, father-in-law; it could be anyone.

We got both the teams involved, changing their rival colors to a white T-shirt with our campaign #GritodePaz to shout for peace during the anthem.

We have achieved our goal to speak louder than violence in the stadium. The match was a huge success, people were comfortable sitting together, having fun and cheering as loud as possible for their teams. All in peace.

The biggest win was outside the fields: we've got dozens of celebrities, from sports and other industries who talked about the stunt online and on live television, giving us PR from all the major TV networks for weeks, coverage on the international news and raising the subject of peace in soccer again.

We launched the PR stunt in a situation people thought that would be impossible: during the most violent classical, Gremio v. Internacional, a fan from one team could buy the ticket and he would get the chance to invite another fan from the opposite team, for free, to sit together. Mother, sister, friend, father-in-law; it could be anyone.

Opponent fans, sitting side by side, with opponent players, using the same T-shirt, shouting for a single message during the anthem: peace.

The biggest win was outside the fields: we've got dozens of celebrities, from sports and other industries who talked about the stunt online and on live television, giving us PR from all the major TV networks for weeks, coverage on the international news and raising the subject of peace in soccer again.

A dedicated coverage on the program with higher audience on Sunday (Fantastico), from the major Brazilian TV, Globo.

All the other major networks: Band, Record, SBT also spontaneously helped to keep #Gritodepaz a TrendingTopic during the following days of the match.

SportTV, ESPN, BandSports and other sport channels also gave a major coverage on our activation.

Regarding public perception, we replicated the activation in another classical, "Mineirão", which was also a success in safety according to police numbers. #GritodePaz is becoming a tradition and people use the hashtag to discuss any stadium-violence-related-topic, even in matches we didn't participate.