Project Outcome

Context

Racism is still a reality in football pitches around the world. But now Neymar Jr decided to give an answer and start a discussion beyond the pitch. In a number of European football leagues, racist hooliganism towards non-White football players has long been regarded as a serious issue, one of the most common offenses being the use of the racial slur “monkey” or similar gestures, such as tossing bananas at ethnic players and making monkey-like noises.

Idea

A viral campaign soccer stars sparked against racism this week wasn’t as spontaneous as it looked. Instead, it was carefully orchestrated – and even cooler than it initially appeared.

If you can’t beat racism,
Eat it.
That’s what thousands of people
on social media are doing.

RoleCreative Director, Loducca, Brazil

Credits

Loducca, Guga Ketzer, Sergio Mugnaini, Fabio Saboya, Cassio Moron, Cesar Peña, Pedro Soares Bulhões Pedreira, Marcelo Vendramel, Paula Padilha, Jonas Silva, Queiroga, Marcelo Marques, Ana Luísa André, Eduardo Musa, Gabriela Pozzi, Alex Bernardo, Helena Passarelli

Awards

Gold, Cannes Lion, France, Promo&Activation Category. Gold, The Festival Media Latam, Best Social Media Campaign Category. Silver, Cannes Lion, France, Cyber Category. Silver, Cannes Lion, France,PR Category. Bronze, Cannes Lion, France, Mobile Category. Bronze, Clio Awards, USA, Digital Category. Gold, Colunistas, Brazil, Digital Category. Gold, Wave Festival, Brazil, PR Category. Silver, Wave Festival, Brazil, Direct Category. Gold, Wave Festival, Brazil, Green Category