ABOUT

A historic dinner to launch the new jersey of one of Brazil’s biggest football clubs. The event served as a cultural manifesto for anti-racism and the intersection of football, fashion, and Black identity. It was part of the campaign “Our history is a Black page,” developed by Wieden+Kennedy.

Results:

• 152 insertions in traditional media (TV / Web / Print) with a potential reach of over 112 million people.
• 281 publications on social networks, with 8.1 million potential reach, 1.46 million interactions and impressions that exceeded 162 million, with an average engagement rate of 4.5%.
• The seeding alone generated almost 2 million people reached and 34 million impressions.