The “Manda Brasa, Brasil” campaign aims to bring together and engage the entity, fans and athletes during the cycle of the Olympic Games
The Brazilian Olympic Committee (COB) launched its brand positioning campaign, which aims to bring together and engage the stakeholders of the Olympic movement with the arrival of the Paris 2024 Olympic Games.
The piece, created and developed by WMcCann, has the motto “Bring it on, Brazil” and, over the next 15 months, sports fans will be able to follow the details of the work done by COB in preparing the athletes who will compete.
After 116 years of history, for the first time COB launches a specific brand positioning campaign for the entity. COB is the flame that supplies the Brazilian athlete 365 days a year and this new campaign will show all the details of the path to the Olympic Games in Paris and behind the scenes that are often invisible, but fundamental for the success of Brazilian athletes in international competitions. I am sure that the actions planned during the campaign will be very important for strengthening the image of Brazilian Olympic sport and will benefit the entire Olympic Movement in our country, said Paulo Wanderley, President of the Brazilian Olympic Committee.
The kick-off of the campaign was given by the Olympic boxing medalist, Bia Ferreira, who started a digital movement on her social networks followed by more than 50 Olympic athletes and replicated by other sports personalities, godmothers and godparents of Time Brasil and sports fans in general.
From a brand point of view, this moment is unique and historic, as it is the first time that the Brazilian Olympic Committee launches an institutional mass media campaign, promoting and positioning its main brand in a modern, organic and appropriate way for the target, at the same time time that anticipates the connection with the fans by establishing this relationship in different channels, 15 months before, and not just the eve of the Olympic Games. We are sure that this initiative strengthens the entire Brazilian Olympic Movement, generating opportunities for confederations, athletes, sports industry professionals, in addition to COB, explained Gustavo Herbetta, COB Marketing Director.
In total, the communication will have three phases and several developments. The a includes multiplatform planning and the creation of a new visual identity for the COB.
“We are very happy to announce the creation of ‘o Brasa’, a powerful manifesto that will contribute to promoting the image of COB and also to helping the entity to achieve its objectives with the results of a historic and impactful campaign”, completed Patricia Andrade , Executive Vice President, General Manager in Brasilia and Head of Growth at WMcCann.
