Perdigão, the largest food company in Brazil, wanted to use the World Cup to increase sales for its frozen pizzas.

Meanwhile, on the field, the Brazilian National Team was abandoning our greatest traditions: creativity and joy. So we decided to lead a movement to restore the magic to the playing fields. And instead of creating a campaign, we invented a dribble: the Pizza Dribble.We had 1.6 million unique visitors to the site and received over 2 thousand videos from consumers. The Pizza Dribble impacted 25 million people, increasing pizza sales by 22% in the period.

We recruited 3 soccer talents to give life to the move. Millions of pizza packages were used to promote the movement. Collectible cards with augmented reality codes were distributed. Special transistor radios were sent to reporters as a direct mail. To promote the idea we partnered with ESPN on TV, radio, online and ESPN’s editorial team became engaged. We also took the streets to teach fans the dribble. To finalize the action, we selected 5 people who best performed the dribble and gave them the opportunity to announce the National Team's games on ESPN during the World Cup.

We had 1.6 million unique visits on the site, and received over 2 thousand videos from consumers. The Pizza Dribble impacted 25 million people, increasing pizza sales by 22% during the World Cup. As for the actual football, during the World Cup we played poorly and were eliminated. But the first time the team was assembled after the Cup, we reached our objective: joy was back on the field.