Jersey ZERO
The 7th Annual Awards
- Best Engagement for Good
ABOUT THIS ENTRY
The "Camisa Zero" campaign by Grêmio raised awareness about sexual harassment during Carnival, a period when incidents increase by 50% in Brazil. In a historic move, midfielder Villasanti wore the number 0 jersey in an official match, symbolizing the goal of zero harassment. The initiative gained massive media traction, generating +2,000 organic posts, a 1,000% increase in mentions, and support from 50+ influencers. With a simple yet powerful action, the campaign reached audiences across Latin America, reinforcing the message of safety and respect.
How does this represent "Excellence in Engagement"?
The "Camisa Zero" campaign exemplifies Excellence in Engagement by transforming a social issue into a powerful conversation through sports, reaching millions with a simple yet historic action.
A historic and symbolic gesture, having Villasanti wear the number 0 for the first time in South American football history, created an unforgettable visual representation of the goal: zero harassment.
The initiative sparked widespread organic public engagement, significantly increasing media mentions and generating extensive discussions.
Influencers and major media outlets across Latin America embraced and amplified the message, ensuring visibility beyond football fans.
With a seamless execution that required only a jersey modification and strategic content distribution, Grêmio turned a match moment into a movement, setting a new benchmark for engagement through purpose-driven sports marketing.
By aligning football, culture, and social impact, the campaign transcended the game, proving that true engagement happens when brands take a stand on meaningful issues.
Objective
The objective was to raise awareness about the alarming increase in sexual harassment cases during Carnival in Brazil, where incidents rise by 50%. The campaign aimed to educate men about the crime and encourage women to report it, with the expectation that official data in the following year would show a reduction in cases.
Strategy & Execution
Understanding that interest in sports remains high during Carnival, Grêmio leveraged this period to address the issue of sexual harassment in a bold and impactful way. The club executed a historic first in South American football by having midfielder Mathías Villasanti wear the number 0 jersey in an official match, symbolizing the goal of zero harassment.
The execution was simple yet powerful: the club modified Villasanti’s usual jersey by replacing his number with 0, making a strong statement just before kickoff. This action, combined with strategic video content and social media amplification, turned a single in-game moment into a continent-wide conversation, generating widespread media coverage and public engagement.
Organizations
- Grêmio Foot-Ball Porto Alegrense
- End to End Agency
Credits
Bruno Brum
CMO
End to End
Henrique Guidi
Director
End to End
Liana Coelho
Project Leader
End to End
Ana Clara Campos
Content Manager
End to End
Alexandre Mota
Creative Director
End to End
Rodrigo Azevedp
Creative Director
End to End
Emanuel Vargas
Community Manager
End to End
Emilia Sosa
Community Manager
End to End
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
