The Brazil World Cup team's loss of striker Neymar after his back injury during the quarter-final game against Colombia doesn't mean the player will not be appearing during the country's match against Germany today -- if things go the way some Brazilian ad agencies have planned. Some of the country's ad shops are rallying to get thousands fans to wear a mask of Neymar's face during the game in support of their team--whether they're at the stadium or not.
Muse Brands founder Lo Braz, the wife of Pereira & O'Dell CCO PJ Pereira, spawned the idea when she posted on Facebook that Brazilian fans should wear a mask of Neymar in support of their team. Other agency folks, like Africa CCO Sergio Gordilho, picked up on her idea and amplified it, leading to the #somostodosneymar ("we are all Neymar") campaign, involving the printing of 120,000 actual masks, as well as a website where people can download and create the mugs on their own. In just a matter of hours, when Brazil faces off against Germany at 4pm EST, we'll see how far the agencies efforts go.
Read more about how the @somostodosneymar campaign came about on Adage.com.