The Zé Theory | Zé Delivery
In 2022, we had the Fifa World Cup, the most significant event for soccer lovers. And, in Brazil, soccer is a big deal. Our country stops to watch the national team playing. Soccer is almost a religion for Brazilian people, surrounded by rituals and beliefs.
Here, it's almost impossible to separate soccer and superstition. And, in 2022, we unearthed a significant detail: every time Brazil clinched a World Cup, a player named 'Zé' was on the field, underscoring the depth of this historical link.
Wooooow! People did need to know that, and who is better to announce that than a brand with "Zé" in its name?
But wait, in 2022, was there a Zé on the team?
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Launch film
By the time the message was spread, people freaked out and asked for Vini to put the Zé in his shirt everywhere. On social media, in the streets, and even in Qatar.
And so he did it.
And everything went well until the unthinkable happened: our Zé was taken from the pitch. The result? Brazil was eliminated, and Argentina won the World Cup. We hope that you're happy now, Tite.
But, despite the World Cup result, for me there was a bonus: I was the model of my own campaign:
Fun fact:
Vini Jr himself celebrated the Cannes Lion award.
My role: Concept, Art Direction, Design and Model.
@GUT SP
Recognitions
Cannes Lions
1x Bronze
1x Bronze
Andy Awards
1x Gold
1x Gold
CCSP (Brazilian Creative Club)
2x Bronze
2x Bronze