In response to the racists cases that have been occurring, Botafogo, one of the Brazil’s most important teams, a club that carries the black and white colors in its uniform for more than 100 years, opened an exception in their statute and took the field with the colors of their traditional number one jersey inverted.

And, as we expected, no one noticed until the players posed to a picture with a banner saying: If you didn’t notice the inverted jersey, is because the color makes no difference at all.

Our objectives were to raise awareness to the fight against racism. Make a statement showing everyone that people are all equal, regardless of their skin color and engage soccer in the cause.

Our main challenge was to convince the club to open an exception in their statute for the first time in history and change their sacred number one jersey.

Note: Botafogo’s jersey has a right order to the stripes, the statute says that the badge always has to go on top of a black stripe.

1 - Announce beforehand that Botafogo was going to take the field with a special uniform.

2 - After we created all this expectation, we surprised everyone by entering the field with an apparently normal jersey, making people wonder if something went wrong.

3 - After “frustrating” everyone, we impacted them with a strong message: If you didn’t notice the inverted jersey, it’s because the color makes no difference at all.

4 - At last, we used the stadium’s big screen, a totem, press kits and the club’s social media profiles to take the audience to a website (www.camisainvertida.com.br) where they could take the field against racism as well, by sharing their picture wearing the inverted jersey and the hashtag #somosumsó (we are one).

The stunt was successful first because until we reveal the jersey was inverted, no one noticed the difference, proving it was perfectly designed.

After the game, Botafogo’s inverted jersey became the main subject of every main sport tv program in the country, raising awareness to the fight against racism, making their fans proud and, most importantly, breaking club rivalry by being praised even by the opponents.