Today, most of the brand products and services in Brazil don’t do editorials or entertainment. They only use traditional advertising which tries to be editorial or entertainment. There are hundreds of restrictions from TV channels and even the Government, but nothing that has proved an obstacle for our campaign which deserves to be mentioned in this context.

On the first day of the campaign, there was a press conference and then the Vitória team entered the field in shirts without the red stripes. Flyers and a press kit were distributed to the fans, journalists and influencial fans, explaining what was happening. Right after the game, we premiered an ad, narrated by Wagner Moura, actor who played “Capitão Nascimento” in the “Elite Squad” films and a fanatical Vitória supporter. The campaign also had ads and a fan page on Facebook. For ten matches, the team played in the new kit. People were donating blood and the stripes gradually returning.

An increase of 46% in blood donations. With an investment of US$ 15,000.00, US$ 8,000,000.00 was generated in spontaneous media. Approximately 130 million people were impacted: more than 1 billion page views on the web and 935 minutes of TV exposure, including matches, after match shows and articles. There was a huge national and international response. Videogame players developed the new uniforms for Pro Evolution Soccer 2012. The jersey became the third official uniform of the club and even got a pirate version, which could be found at street venders. The club immortalized the campaign in its memorial and is producing a documentary.