Copywriting: Lucas Casagrande / Victor Capato
Art Direction: Elizandra Peniche / Beatriz Alpoim
Creative Director: Bernardo Passarella
The heart of our campaign:
user missions on Kwai to collect the 6 world cup stars
We called all users to join the biggest challenge of all and help us beat the mark of the biggest number of supporting videos to the Brazilian football team. The messages were brought to the players, with them responding to the best ones.
Everybody loves the Brazil Football Team mascot: the little yellow angry bird we call "Canarinho". He's popular and used a lot in memes. To help users create more content inside Kwai, we've created an exclusive filter to become him.
To get into the "Get Ready With Me" trend, we asked our users to show their looks with the Brazilcore Style to watch the games. Our influencer helped us to set the tone and prepare our users to root for the six-time championship.
It's game on, and we challenged our users to announce short clips of the Brazilian team, testing their ability to be creative in the coolest clips.
​For the 5th star, we tested the knowledge of our users with a special filter that asked special questions about the Brazilian football team.
For the last mission, we've made available a special filter that allowed users to make bets for the next games to prove their seer abilities. Who got it right got one extra chance of winning the R$ 25k prize.
Social Media
Out of Home
Paid and targeted
media
And although the 6-time championship
didn't come (this time!)...
The campaign was a huge success!
