After 2014, there was a disconnect between Brazilians and players. The project seeks to bring the team closer to the fans and young people
“Dreams big that you will be big”. The phrase said by the father of player Alisson Becker does not refer to fame, but to leaving a legacy. The goalkeeper of the Brazilian National Team gets emotional when remembering this passage of his life in the documentary series star selectionannounced by the Brazilian Football Confederation (CBF) and the short video application Kwai at a press conference held at the entity’s headquarters this Tuesday (18) in Rio de Janeiro.
After 2014, there was a disconnect between Brazilians and players. The project seeks to bring the team closer to the fans and young people, recognizes Rodrigo Paiva, director of communication for CBF, who attended the meeting alongside Claudine Bayma, marketing and branding director for Kwai Brasil, and Miguel Varca, director of the six minutes, which will begin airing this Wednesday (19). The mediation was by journalist Ivan Mor.
In total, there will be 21 episodes endorsed by Kwai Originals, each with players slated to enter the Qatari pitches at the World Cup, held for the first time in the Middle East, between November 20th and December 18th, with Black Friday and Christmas, increasing the fans’ euphoria in the consumption of products and services capable of guaranteeing the celebrations and the screams of a goal.
One of the buying thermometers linked to the World Cup is the team’s official shirt. Launched by Nike on August 7, the demand breaks records. Sales are already four to five times higher than expected. It’s a sign that fans are reconnecting with the Seleo, believes Paiva.
We want to invite Brazilians to share their experiences in Kwai, says Claudine Bayma. According to the executive, the platform has 45 million active users per month, with an average stay of one hour a day, centered on sharing humorous content and storytelling.
Kwai arrived in Brazil at the end of 2019, and two years later became the official sponsor of the Brazilian men’s and women’s soccer teams. It also supports the Brazilian Football Championship and the Copa America. From third to first place among the most downloaded apps, it reaches all age groups with a predominance of young people over 20 years old, a generation native to the digital environment.
National penetration with a focus on the North and Northeast regions. Today, Kwai is responsible for the CBF profile on the app, and will have a specific creator in Qatar to reproduce the backstage and trivia of Seleo in preparation for the sixth championship.
The proximity of the World Cup increasingly brings out the Brazilian’s emotional relationship with the players, a feeling that should gain intensity with Kwai’s videos. The player Vincius Jr. and goalkeeper Alisson debut the first chapters, narrated by the players themselves, and filmed vertically.
This is the first time I have signed a project in which the vertical format is the main product, says director Miguel Varca. Equally challenging are the stories told through the lens of Varca, who has delivered over 90 hours of content. The history of the players of the current Brazilian team is the portrait of the resilient Brazilian, who struggles to survive even in the face of adversity.
The inspiration is not for nothing. Based on data from the football statistics website FutDados, Varca estimates that it takes six thousand hours of training to enter the 0.1% chance of being considered among the 15,000 young people who dream of becoming professional football players in Brazil. . Only 23 of them will be called up for the World Cup.
Shown on the official profile of coach Tite’s team on Kwai, with the airing of five episodes released weekly on Tuesdays, star selection can also be watched on a special page on the platform, which promotes launches and encourages team support.
