Creativity

Nike Still Dares to Be Brazilian In The Face of Defeat

New Ad Focuses on Olympic Hopefuls Rather Than Soccer Team

Published on Jul 14, 2014

Editor's Pick

Sometimes, sport isn't just about the victory -- it's about getting up and carrying on after defeat. That's the message of this new film from Nike Brazil, released in the face of Brazil's ignominious defeat in the 2014 World Cup. While pre-tournament ads in the brand's Dare to Be Brazilian campaign focused on the soccer team, here they're mainly absent, and instead the we see some other stars of Brazilian sport (including Leandrinho and Anderson Varejao, players from the national basketball team; Yane Marques, bronze medalist in the modern pentathlon at the London Olympics; and Maria Clara and Carol Salgado, beach volleyball stars). The suggestion seems clear --- Brazil will now focus on its Olympics in 2016 -- and the final message is one of hope: "Tomorrow Starts Now." The film, by Wieden + Kennedy Sao Paulo, will be online around the world, but on TV only in Brazil.

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Credits

Date
Jul 14, 2014
Agency:
Wieden + Kennedy - Sao Paulo
Client:
Nike
ECD/Production:
Icario Dora
ECD/Production:
Guillermo Vega
Creative Director:
Blake Kidder
Creative Director:
Patrick Almaguer
Copywriter:
Kako Mendez
Copywriter:
Luiz Filpin
Art Director:
Mihail Aleksandrov
Art Director:
Eddy Guimaraes
Agency Producer:
Gabriel Dagostini
Production Company:
PBA Cinema/Produtora Associados
Director:
Nico Perez Veiga
Director of Photography:
Carlos Ritter
Producer:
Mayra Gama
Producer:
Fernanda Gomes
Editor:
Alejo Moijman
Audio Facility:
Supersonica
Post Production Coordinator:
Diulle Fonseca
Audio Production:
Dudu Aram
Post House:
Fullframe

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