In early 2015, to promote "Avanti", S.E. Palmeiras' club membership programme, we made a TV spot reminding some of the team's greatest idols of the century together with the current squad.
Online, current players and all-time idols switched their avatars and tweeted about the film, surprising millions of followers.
And we surprised Palmeiras' fans at the stadium changing the starting players of the team for the greatest idols of the century.
Results: Before the campaign, "Avanti" was at the bottom on the biggest club memberships list. Today, S.E. Palmeiras' membership is the #1 in Brazil and #7 in the World.
CREDITS: Creative Team: Rafael Gonzaga (CW) Guilherme Jorgetti (AD) | Chief Creative Officer: Aaron Sutton | Agency: Mood\TBWA | Film Director: Lucas Fazzio