ABOUT

Concept

Hapvida is the largest health insurance company in Latin America and one of the most present brands in Brazilian people's lives. To reinforce its positioning around health, prevention and care, the brand created a social-first campaign starring Zico, one of Brazil's greatest football icons.

Known as “Galinho”, Zico is a national hero: a Flamengo legend, a Brazilian national team idol and a symbol of talent, discipline and longevity. At 73, he remains admired across generations.

The idea was simple and emotionally powerful: what if today's Zico could speak to his younger self?

Under the concept “If there is health, there is game”, the film brings Zico face to face with his younger version in a conversation about life, time, care and the importance of staying healthy to keep playing — on and off the field.

Execution

The film was created for social media and produced with the support of artificial intelligence, allowing present-day Zico to interact with a younger version of himself in a believable and emotional way.

Rather than using technology as a gimmick, the campaign used AI to create a human moment: an encounter between past and present, memory and future, football and health.

The tone was intimate, respectful and culturally relevant. For Brazilian audiences, seeing Zico revisit his younger self was not only a technological achievement, but also an emotional connection with one of the country's most beloved sporting figures.

The campaign was produced by Kombat Films, with sound by Sonido, and launched as a teaser followed by the full film across Hapvida's social channels.

Results

The campaign quickly became one of Hapvida's most talked-about pieces of content, generating strong organic engagement and reaching millions of people in just a few days.

The film surpassed 19 million views, proving the power of a simple idea amplified by technology, cultural relevance and the emotional bond Brazilians have with football.

More than a branded content piece, “Zico” became a conversation about health, time and legacy, showing that when creativity, technology and a meaningful brand message come together, the result can go far beyond advertising.