We wanted to get attention to McDonald’s cause so we started to find a way for the brand’s universe to invade a bigger and wider audience. What is the most popular entertainment event in the country? Soccer.

Mixing the brand’s colours with the most aggressive and traditional soccer teams was how the idea was born. We would turn a notorious black and white nation of supporters into a red and white nation of sick kid supporters. The Corinthian’s soccer team played an official game wearing Ronald McDonald’s iconic red and white socks, live on TV. And that’s a blockbuster. 30 million supporters were instantly surprised by the message, but their hearts got immediately warm by the will to help children in their fight. And of course, the whole country noticed and supported the team and the brand in their joint initiative.

A lot was discussed to get the authorizations to do idea. The Corinthian’s direction had to approve a new uniform instance. Nike had to authorize and manufacture all the socks, to comply with all the rules stipulated by the Brazilian Football Confederation (CBF). After all the approval, the players had also a saying on the initiative, conduced by the teams captain and goalkeeper Cassio. On game day the players officially wore the socks and entered the field holding hands with the kids from the institute. All planning happened 4 weeks in advance to the game day, counting on all the engagement of the agency, client, team and team sponsor – all global brands that had to deal with all levels of official approval. The game was aired live on several TV channels and radio stations, and the initiative was by all sorts of sports and general media.

• 95,9% positive mentions (meaning that rivalry was left aside and the stunt was highly approved by supporters and adversaries)

• R$ 26 million Brazilian reais in spontaneous media.(7 million dollars)

• Results 8873% larger than the investment.

• 2.5% sales increase.

• 160 million impacts (twice the impacts from last year’s)

• 20% increase on spontaneous mentions.

• Twitter Trending Topics on launching day