Nike / Brasileiragem
Coining a new term to reconnect Nike with Brazilian football fans
Launch
World Cup Hero
Problem:
Nike's extreme focus on Cristiano Ronaldo made Brazilians feel disconnected from the brand over time.
Insight:
'Street wit' is the secret sauce of Brazilians' play style. CR7 steered Nike in the opposite direction.
Solution:
“Brasileiragem” (from "Malandragem" / “Brazilian street wit”) was a term coined to celebrate this style.
Results:
"Brasileiragem" earned over 25.6 million views, over 100.5 million impressions and earned the number 3 position globally on the World Cup edition of YouTube Ad's Leaderboard.
