Champions League 2022 | Vem Da Raíz
Client / Year
HBO Max LATAM
Ago 2022
Role
Creative Direction
Creative Team Management
About
It's the beginning of a new Champions League. There is always a new season, and the Brazilian "futebol raíz" is always there. Historically, Brazilian players have played a key role in the Champions League's big clubs. Most of them are born, grow up and start playing football in the "favelas". Therefore, a goal by a Brazilian player in the Champions League does not start to be built in Santiago Bernabéu or Camp Nou, but in these communities. It comes from the roots. #VemDaRaiz We aimed to establish a profound connection between the UEFA Champions League and the Brazilian people. The beauty is that we don't need to fabricate it; this connection already exists, and it is robust.
We will achieve this by linking our grassroots football from Brazilian communities and favelas, which is the very foundation from which renowned players have emerged, with the European championship. And we have a special player who will assist us in forging this connection like no other: Adriano Imperador. #VemDaRaiz can be expanded to showcase the roots of players from any country currently competing in the Champions League.
Centauro & HBO Max: Fortalecenco a Raíz
HBO Max and @centauroesporte teamed up to support the NGO Futebol de Rua in nurturing new Brazilian soccer talents. 🏆💜 Check out the "Fortalecendo a Raiz" (Strengthening the Roots) project we created together as part of our Champions League campaign
Close Friends with Casemiro!
Our campaign video had the honour of catching the attention of a local soccer and comedy legend, Casemiro. Casemiro is one of the most prominent Brazilian streamers, renowned for his passion for soccer. Take a look at the clip!
Simplesmente o imperador virou mágico e subiu na trave pô 👀 😛@Casimiro @pedrocertezas @LFFreitas @wvborges https://t.co/pM3atHQUaJ pic.twitter.com/G9ZnGHlea4
— HBO Max Brasil (@HBOMaxBR) August 25, 2022
Champions Roots | Content Series
To further develop our concept, we created a content series to be released throughout the tournament. Each episode focuses on one of the greatest talents from the Champions League and explores their origins. Where do they come from? What shaped them into who they are? What are their roots?
Each episode was released on YouTube, HBO Max, TNT Sports, and during game breaks. The series delves into the backgrounds of these players, uncovering the factors that influenced their journey and shaped their identities. Check it out the episodes below.
