We took our idea to one of the most celebrated kinds of outdoor experiences: football games in Brazil.

Brazil is obsessed with football. Some of the most talented players of all time are Brazilian and Brazil became a country where the richest teams in the world, usually based in Europe, go to find new talent, offering big sums of money that the local football clubs can't compete with. In order to try and retain talent and pay similar salaries to the players, the Brazilian football teams turned to more and more sponsorship deals. The sponsorship deals kept adding logos and brands to the football jerseys, ruining the traditional club kits that now look like moving billboards. This has become a ridiculous situation and a point of sadness for football club fans that can't recognize their teams jerseys anymore.

Situation: Brazilian football teams can't compete with the salaries offered by european and Saudi clubs, making it harder and harder to keep their players. The Brazilian clubs turned to more and more sponsorship deals to raise money, but that came at a cost, as more and more logos and brands were added to the teams jerseys. The famous Santos, where Pele played for his entire career carries 11 logos on its once all white team kit. This is the norm to all Brazilian clubs.

Brief: The brief was to promote Consul Washing Machines and show that the brand knows how to take care of the clothes Brazilian care most about - football jerseys.

Objectives: Consul wanted to consolidate itself as a brand that understands how to truly take care of the clothes Brazilians care the most about, increasing brand love and generating conversation around its new line of washing machines.

Placement: Every game of the championship is televised both in open and paid TV, but the sponsorship deal also harnessed an enormous amount of earned media as it ignited the interest and passion from fervorous fans.

Community Building: We showed our understanding of football fans by giving them what they want the most: seeing their favorite team's jersey with no logos or brand interference. This was our approach to gain notoriety and fan love. This is how we promoted our line of washing machines, by cleaning football jerseys from the stain of logos and brands on the revered jerseys.

Business Impact: We had an 700% increase on brand mentions in social media in January and an 8% increase in washing machine sales compared to the same period the year before.

Impressions: 7,000,000 impressions

Consumer Awareness: We reached a 58% consumer awareness within the target

Brand Perception: 87% positive brand perception

Brazilians care deeply about the football jersey. In recent years, to fend off economic problems, brazilian teams have turned to several sponsorship deals, sometimes adding up to 25 logos to their revered club kits.

Adding several logos have ruined much revered club kit designs, leaving fans angry and blaming sponsors for it. As a washing machine brand we saw an opportunity to show to Brazilians we know how to take best care of their favorite piece of clothing. This is how Consul Washing Machines Clean Sponsorship was born.