ABOUT

Brand Context:

The issue of sustainability seems like a distant, abstract notion to people. It's difficult to raise awareness about the problem; and it's even more difficult reaching the right audience (ie.: the right amount of people) to communicate its important message.
However, we realised that in Brazil there's a huge audience that can be addressed: football fans.
Being an essential sports event in Brazil, reaching millions of people week after week, SporTV – in partnership with the Brazilian Football Confederation – realised the potential in reaching this special audience, and create awareness amongst fans, sponsors and sports brands about the importance of sustainability – and also promoting all the actions the channel takes for saving the environment.

Summary of the work:

The issue of sustainability seems like a distant, abstract notion to people. It's difficult to raise awareness about the problem; and it's even more difficult reaching the right audience (ie.: the right amount of people) to communicate its important message. However, we realised that in Brazil there's a huge audience that can be addressed: football fans.
In the land of Carnival it's a common tradition amongst the most passionate fans to dress up in costumes when visiting a football match. So, using this cultural insight, we secretly introduced a "fan" wearing an astronaut outfit, who appeared in four major matches of the Brazilian football League.
This mysterious Astronaut Fan every time shared an important message: "Take care of Earth. It's the only planet with football." On the height of media attention, we finally revealed his character: he was AMARAL – a former player of the Brazilian national squad!!!

Impact:

The "Astronaut Fan” became the most talked-about fan of the 2024 Brazilian League.
The media buzz was enormous. Turning him into a trending topic among influencers, streamers, and on the news, and online communities started creating memes about him. Even another brand used our astronaut in their own communication.
The biggest achievement is, that the original astronaut costume and the poster has become a PERMANENT EXHIBIT at the Brazilian football museum!
With humour, using the charisma and fame of Amaral, along with the typical language of this beloved sport, the campaign broke the internet, and had a long-lasting impact on millions of people.