Since 1970, football team uniforms have been branded by sponsoring brands. But, in recent years, the increasing monetization of this space has raised concerns about the difficulty of identifying traditional elements, such as the team crest, colors and player information.
Seeking to rescue the original essence of the shirts, the agency DM9 developed the “Patrocnio Limpo” brand experience in partnership with Consulhighlighting the shirt commemorating the centenary of Clube Atltico Juventusone of the most traditional in São Paulo (SP), at the presentation of the brand’s new washing machine.
Commemorative shirt does not have logos, including that of the Consul itself. (Photo: Disclosure/DM9)
During a Campeonato Paulista match, Juventus entered the field displaying its shirt in a unique way, without the presence of any sponsor logo, including that of Consul itself, an appliance manufacturer, to provide fans with a nostalgic experience, reminding them of the your team’s original shirt, without interference from commercial brands.
“The team’s colors and crest. These are the elements that fans love. Therefore, handing the sacred mantle back to the fan as it was originally created is the best way there is to create a real connection with them”, says Patrcia Pessoa, Marketing Director at Whirlpool.
The new “clean” shirt is available for sale and will continue to be used by the team throughout the state championship. The initiative raises discussions about preserving the visual identity of clubs amid the saturation of sponsorships on uniforms, providing fans with the opportunity to reconnect with the simplicity and tradition in football.
“Consul cleaned Juventus’ shirt in the year of our centenary. The youth fans and all football lovers are celebrating this action. It shows that Consul knew how to insert itself into the context of football in the most remarkable way possible, delivering what the fans really want”, comments Juventus president Tadeu Deradeli.
The action featured a promotional film, which you can check out in full below.
Technical Sheet
Advertiser:ConsulTtulo: Clean SponsorshipIcarusDoria CCOThomas Tagliaferro COOPipo Calazans CEOLauraEsteves – Creative VPNina Lucato –Executive Creative DirectorPhilipe Demar- Head of artCreation: Bruno Anibal, Caio Stucchi-Zucchi, Diego Guerhardt, Pedro Rosadas.Service: Michel Issa, Cludia RazzContent: Jader Crivellaro, Vitoria MerolaProject Manager: Paula LopeseThais ArraisMedia: Renata Valio, Bruno SimesProduction: Anna Ferraz, Isabela Ximenes, Jessica ThomazProjectsEspecials: Caio RodriguesAssembler /Edictator: Thiago Hasegawa, Dimi, Lucas RodriguesProducer: CoraznDirector: Bruno ZanettiDirector of Photography: Luiz MaximianoDirector of Photography 2 unit: Marcelo SantosPhotographer: Gil InoueApproval: Patrcia Pessoa, Bertha Fernandes, Alan OliveiraDigital review: Nilson Moyss, Leandro GlriaDo you remember himRc LivramentoI was fuckedBall OutGame StartZueira Football Club10th of AcrscimoManualdoBad PlayerRc LivramentoFootball Global ModeHumorEsportyFootball KingOldoBrazilThis day was crazyIn betweenAscountry FootballDibre SoccerDigital TV Review
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