For Brazilians, football is not just a sport, it is a sacred act. Fans are devotees and cheering is a religion. The mix between faith and sport in Brazilian popular culture was the inspiration to create the campaign to launch the Brazilian soccer team's uniform.

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BOTE FÉ NESSA FITA
Double meaning headline:
1 - Put your faith on this ribbon
2 - Believe in this (slang alluding to the Brazilian national team)

The Senhor do Bonfim wirstband is one of the greatest symbols of good faith in Brazilian culture. It's a luck charm for the wearer. This symbol was the support to create a connection between fans and the Brazilian football team. It was possible to write messages that were later delivered to the players and also take tapes to use or offer to other fans, in this way we created an emotional connection between fans and players through the brand.

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