We started a revolution in football: to fight the ugliness of the modern game (boring play, defensive formations, cynical tackles, etc.) and refresh it by promoting a more beautiful, skilful, technical game born in the streets of Brazil. This style of play we called, in Portuguese, JOGA BONITO, or play beautiful.Our ultimate objective was to mobilise 3 million young footballers across the globe to ‘Joga Bonito’ in 3-on-3 street tournaments called Joga3.

Seeding began at the end of 2005 with the launch of the Ginga films on TV and on Nikefootball.com, and the Ronaldinho crossbar viral.The launch of the movement began in Feb 2006 to set up the cause - fight ugly football, and the cure – Joga Bonito. Distribution: disrupting live news broadcasts, digital insertions, blogs, launch of Joga.com (social networking site co-created with Google).The activation of the movement began with digital distribution of the athlete ‘value’ films followed by a TV broadcast. Thousands of recruits on joga.com then launched their own expressions by uploading to ‘The Chain’ online and taking part in Joga 3 tournaments.