Reinforcing its commitment to support football, Clear, the brand that puts an end to dandruff once and for all, promotes the “Court Clear Antizica” action, which guarantees Richarlison an unusual hairstyle as a way to protect himself from “zicas”.
To remain firm and strong with focus on his goals, the ace won a small branch of rue drawn next to the ear during the special cut. He revealed the news a few days ago, and now Clear has emerged as the big brand behind that message. The cut action was created by the Tech and Soul agency and gained visibility with actions and content focused on social networks, especially Instagram and TikTok.
As part of the campaign, Richarlison made a post on his social networks to tell the story of the cut and reveal the Kit Clear 2 in 1: Antizica&Anticaspa. In a 90-second video, he applies the Clear shampoo to leave him with a fresh head and no dandruff with the product, prepares for the cut with his hairdresser and leaves a message for the crowd to cheer “no zica”.
The brand promoted a whole special activation to take this kit to the athlete. And nobody better than the mascot that represents all of Richarlison’s irreverence to make this delivery, which took place at his house: the Pigeon Clear Antizica. Thus, the film also shows the entire saga of the bird through London, passing through the sights of the English capital. Before leaving the scene, Richarlison passes the baton to the pigeon and invites the crowd to follow with “antizica” hair, cheering with a fresh head and focused on victory.
The action will continue with “Funk Antizica”, in which Richarlison and Pombo will participate with a little dance on TikTok. Wilson Pereira, Chief Business Officer at Tech and Soul, explains:
“We thought it was time for a new lucky cut and a player like Richarlison, who loves to change his look, represents that association very well. Allied to this, the pigeon is its characteristic commemoration, and we had the idea of inserting this figure in the story, bringing even more humor and irreverence.”
The initiative is being reinforced through channels of influencers such as Fred, from Desimpedidos. During all the buzz about the new player look, Fred made a video call to understand what was happening with the new cut, paving the way for Richarlison to tell part of the story and make it public. In the Facetime call, Fred asks: “Bro, what’s this news? What did you do to the hair? Tell me this story that this looks like a lucky thing”.
At the same time, Banca Digital, with profiles from different niches on Instagram, leaked several images of the new cut, creating an even bigger conversation about the new look. And several influencers are responsible for making the “antizica cut” even more popular, reinforcing the initiative to bring luck to the player.
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