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Nike Brasileiragem

São Paulo

For the 2018 World Cup, we celebrated a new generation while throwing back to an iconic spot.

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The “Brasileiragem” campaign features athletes from Brazil’s national team, including Philippe Coutinho, Willian, Marquinhos and Thiago Silva, as well as the rising stars of the next generation, and amateur players playing out on the streets and on dirt fields. Ronaldo also appears in the film, reenacting a scene from the legendary Nike “Airport” commercial aired in 1998. The film depicts Brazilian football as a balance between talent, joy and commitment. The term “Brasileiragem” (meaning “the Brazilian way of playing”) was coined to define this style.

Results

“Brasileiragem” earned over 25.6 million views and over 100.5 million impressions and earned the number three position globally on the World Cup edition of YouTube Ads’ Leaderboard.