If there’s one thing that unites Brazilians, it’s the passion for football in major championships, such as the FIFA World Cup. But, let’s face it: there was never, around women’s football, the same commotion dedicated to men’s football. Even though it was the birthplace of the player Marta, considered the Queen of Football, elected the best player in the world six times and UN Women ambassador, this is the first time that Brazil looks closely at the Women’s Football Team.
Female participation in sport, whether playing or cheering, is being increasingly encouraged because the media in general has only now noticed that this place of speech is also theirs, even if they have been in it for years. As a result, the brands began to promote the democratization of football in their campaigns and talk to women, especially on account of the Women’s Football World Cup, which will be held next month. This movement started in 2021 and has been intensified as the championship approaches.
Companies like Nike, which supplies all the athletes’ sports material; Kwai, who broadcast exclusively the summons made by coach Pia Sundhage this Wednesday afternoon (28); Rappi, Cimed and Visa, which will develop social projects related to promoting women’s football, are frequently investing in campaigns related to the World Cup, some of which have already been shown here on Adnews. And this week, two more stood out.
After the official announcement of the athletes who will defend the Brazilian flag in Australia and New Zealand, on Tuesday afternoon (27), Itaú Unibanco released an advertising film celebrating the call-up. The video of the official sponsor of all Brazilian Football Teams brings together people from the most diverse regions, cultures, races and ages, in addition to sports personalities such as Bia Haddad, the first Brazilian to qualify for the semifinals of Roland Garros since 1968, and Formiga, world reference in Brazilian women’s football, to mention the name of each of the 26 players.
Rescuing affective memories of the trajectory of those called up, familiar faces and voices of the athletes also participated in the announcement of the team’s lineup, such as family members and coach Magali Fernandes. The premiere took place during the break of Jornal Nacional, on the same day.
“The emotional approach of the film is, above all, an initiative whose main objective is to bring the fans closer to the players, creating a deeper and more intimate connection. We recognize that, despite the growing interest in women’s football, players are often not well known by a large part of the public. Our intention is to contribute to changing this reality”, stated Eduardo Tracanella, Itaú Unibanco Marketing Director.
After its debut on television, the project gained new formats, to be present on the streets and in the digital environment, expanding its reach. This cross-platform scope will allow for a more consistent dialogue with the audience.
“We hope this film is more than a tribute. We want it to be a symbol of support, respect and recognition for our athletes. Let’s celebrate together the strength and determination of the players of the Women’s Soccer Team”, concludes Tracanella.
If you haven’t watched the campaign yet, just press play on the video below.
Delivered quickly!
Who also took a ride in the call of the Women’s National Team and did well in the activation was Zé Delivery. Repeating the campaign carried out in the call-up of the Men’s National Team for the World Cup in Qatar, the brand hired Canarinho, the CBF mascot, as motoboy to deliver the briefcase with the list of those summoned directly into the hands of coach Pia Sundhage. And to put an end to the public’s anxiety, the delivery happened quickly!
“It is very gratifying to be present at another important moment for Brazilian football, and again in partnership with the CBF. As the official sponsor of the FIFA Women’s World Cup, the action reinforces that if it’s football, Zé delivers everything, whether for the men’s or women’s team. We are always thinking about how to bring our fun side and create new experiences for this territory we are passionate about”, says Luiza Moura, Zé Delivery’s Media director.
Zé Delivery, Ambev’s beverage delivery platform, is the delivery drinks official for the Brazilian men’s and women’s soccer teams. The partnership with the Brazilian Football Confederation (CBF) reinforces the brand’s strategy in the field of football and the connection with the millions of fans who watch matches in Brazil.
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