For the Brasileirão Premiere 2022 campaign, the visual identity drew not only on football, but on everything that happens around it: the gathering, the barbecue, the music, the crowd and the small rituals that turn every match into a collective experience.
Carried by the rhythm of “Bora, bora, bora”, the campaign brought the barbecue in as a meeting point and a celebration, at a moment when Brasileirão was also looking to speak in a more plural and inclusive way. That diversity ran through the whole construction of the identity, from the breadth of the colour palette to the multiplicity of shapes, graphics and references.
The language starts from a popular aesthetic: vibrant and deliberately imperfect. Painted wood, handmade textures, intense colours, patterns and a collection of objects from the Brazilian imagination build a visual world that mixes football, culture and celebration.
- where
- Globo
- year
- 2022
- client
- Premiere
- creative direction
- Ricardo Moyano
- brand & communication direction
- Manuel Falcão
- creative coordination
- Fábio Mayumi
- creative management
- Victor Seabra
- account
- Camila Carvalho, Luciana Baroni
- copywriting
- Diego Mello
- design
- Tchelo
- approval
- Andréa Tuttman, Henrique Rost, Julia Censi
- production
- Brand & Communication Production Team