Mastercard sponsors CBF and Copa America match mascots, an activation that allows kids to enter the football field with their idols – a dream for any Brazilian kid. However, it is executed in such a way that people and TV do not even notice it anymore. In order to change that, we transformed the activation into something memorable, especially for two kids would not be able to be there otherwise.

The brand also supported the fight against cancer worldwide and wanted to highlight this matter on its campaign bringing closer kids and their idols through technology.

Heytor and Keivison were two kids in cancer treatment that shared the same dream of every Brazilian kid: to step onto the football field and sing the anthem with the Brazilian national team.

As they could not leave the hospital, we connected them with the players in the stadium – live –using telepresence robots designed specifically for the initiative.

Millions of people watched their entrance live on TV and social networks, following the kids' excitement while having a priceless moment with their idols.

Mastercard is a match mascots sponsor – an activation that brings kids to enter the pitch with the Brazilian National Team – A dream for any Brazilian kid. But for years, it's been executed in such a standard way that people and TV coverage don't even notice it anymore. To change that, we decided to transform the activation as the centerpiece of our "bring closer campaign" for Copa America into something PRable and memorable that could bring back the experience's meaning for Brazilian kids and spontaneous media in the news coverage and social networks.

Our first task started a couple of months before the entrance onto the pitch, working on robots development. Several obstacles had to be overcome to allow them to go through the irregular and slippery grassy field and connect perfectly with the hospital, avoiding the intense interference of the TV broadcasting antennas.

We also contacted doctors at a children's hospital for cancer supported by Mastercard with the challenging mission of selecting kids for the activation.

The day before the match, we promoted a meet-and-greet between the boys and the players.

We created an activation for a live event that was covered by open TV networks, reaching over 115 million people during the match broadcast and social networks, with almost 100% positive mentions. The videos showing the players interacting and entering the pitch with the boys were shared on Instagram more than 90 million times.

Also, it generated around U$ 50 million on earned media by the high press coverage of national and international media outlets.

The Impossible Mascots also became a theme for the news coverage on the major TV shows on Globo's programming, rendering special reports and bringing to the public the importance of events and activities that bring kids with cancer closer to meaningful experiences.