Will Brazil keep arch-rival Argentina
out of the next World Cup?
Role
Senior Art Director,
Concept Development
Agency
JWT
Client
Sportv
Category
Sports & Games
SPORTV — ARCH-RIVAL FANS
The first time I woke up and saw everyone sharing my work on social media, WhatsApp and even in the news.
Not advertising people talking about advertising, but real people from all over Latin America and beyond, sharing it simply because it was funny.
And a little evil too. 👹 ⚽
Argentinians face an unprecedented situation.
They must support their arch-rivals. If Brazil doesn’t beat Chile,
Argentina says goodbye to the next World Cup.
We launched the film just one day before the match.
In less than 24 hours, with zero media investment, this is what happened:
It spontaneously became news across all countries involved in the inter-confederation play-offs. Argentina included.
The match ended up with the highest audience of the entire qualifying phase.
Despite having little to no relevance for Brazil.
At least, before the film.
Without paid media. Driven entirely by culture.
Why are these Argentinians cheering for Brazil's football team?
Argentinian fans try to learn the Brazilian national anthem.
The Brazilian TV channel SportTV has created an ad showing Argentine fans memorising the Brazilian national anthem.
Brazilian TV channel mocks Argentina fans ahead of crucial World Cup qualifiers.
