Pelé in the Dictionary
The 6th Annual Awards
- Best Social Media Campaign
ABOUT THIS ENTRY
The Brazilians use Pelé as an adjective (e.g., Michael Jordan is the pelé of basketball). When he passed away, Sportv (the largest sports channel in Latin America) knew they should pay tribute worthy of his stature.
How does this represent “Excellence in Engagement”?
With no media budget and around USD 15,000 to develop the whole project, we made the campaign travel worldwide and made people from everywhere engage by signing the petition and/or sharing our content.
Objective
Add Pelé to a Brazilian dictionary as synonymous with "the best".
Strategy & Execution
Like most sports fans, Brazilians watch their favourite competitions while using second screens - or the other way round. That's why we launched a film about the project on Sportv and its social media channels, calling football fans to go to the project's landing page and sign the request to turn Pelé into an entry in the dictionary. As people adhered to the initiative, we sent the signatures and our asking to the publishers, who made the publication official.
Organizations
- sportv
- End to End Group
Links
Credits
Alexandre Mota
Creative Director
End to End
Bruno Brum
Creative Director
End to End
Fernando Octavio II
Creative Director
Globo
Luis Paulo Gatti
Creative Director
Jung von Matt
Levy Oliveira
Motion Designer
End to End
Brenner Figueiredo
Motion Designer
End to End
Hugo Freitas
Motion Designer
Square Pixel
Caio Nanderson
Designer
End to End
Catharina de Leonardo
Designer
Globo
Gustavo Aló
Designer
End to End
Jorge Rocha
Designer
End to End
Rodrigo Azevedo
Designer
End to End
Aleff Mauricio
Motion Designe
Square Pixel
Reginaldo Diniz
CEO
End to End
Arthur Mahmoud
Head of Business
End to End
Thiago Mattos
Marketing Analyst
Globo
Júlia Censi
Marketing Director
Globo
Paulo André Bione
Academic Advisor
Miami Ad School
Danielle Vilhena
Head of Brands
End to End
João Tasso
Marketing Coordinator
Globo
Ana Clara Campos
Project Manager
End to End
Felipe Machado
Social Media Manager
End to End
Giovanna Guedes
Social Media Manager
Globo
Raphael Dias
Executive Production & Direction
Square Pixel
Gabriel Patrocínio
Influencer Marketing Analyst
Globo
Henrique Rost
Marketing and Branding Manager
Globo
Rafael Soares
Marketing Director
Santos FC
Aramis Barros
Executive Producer
Square Pixel
Gabriel Oliveira
Planner
End to End
Cauê Issa
Planner
End to End
Celebrate in NYC
Join us for the 6th Annual Hashtag Sports Awards™ on the evening of June 6, 2024 as we celebrate finalists and reveal the winners of this year's awards live during the show.
