Advertiser, who died this Sunday (13), was responsible for creating the slogan of Democracia Corinthiana
Football has always been present in Washington Olivetto’s life. A fanatical Corinthian, he would have inherited his passion for the black and white club from his uncle Armando, as recalled by Corinthians’ official profile, on social media, this Sunday (13).
His passion was such that he took on the role of vice-president of marketing in the early 1980s, when Brazil was expecting a political reopening. His participation in the club shaped the relationship between marketing, football and social issues.
Corinthian Democracy
During the military dictatorship, clubs were used for political propaganda, and Corinthians decided to take a stand against the regime. Olivetto created a marketing council and the slogan of the so-called Democracia Corinthiana, a political movement that managed to promote structural changes in the team’s administration, in addition to having as its banner the end of the dictatorship in the country.
The players entered the field carrying banners saying “Win or lose, but always with democracy”, and participated directly in the actions, voting on the logo, the messages on the banners and the words on the shirt.
The proportion was so great that the action was propagated in various media, such as radio, TV and even shows. Singer Rita Lee, for example, demonstrated her support by wearing the campaign shirt at shows, in addition to the inclusion of a Corinthians player character in the soap opera “Vereda Tropical”, on TV Globo.
‘Corinthians. It’s Black and White’
In ‘Corinthian’ literature, Washington Olivetto wrote two books. In ‘Corinthians
In fictitious matches, then, Olivetto’s black and white team faced Fausto Silva’s Santos, José Serra’s Palmeiras, Ricardo Kotscho’s São Paulo, Jô Soares’ Fluminense and Jorge Ben Jor’s Flamengo.
Already in ‘Corinthians. It’s Black and White’, Olivetto tries, together with journalist Nirlando Beirão, to explain Corinthians to an American friend. The work, in addition to telling the story and rescuing the club’s remarkable moments, also analyzes what sets the team apart, including from the point of view as a brand and its relationship with fans.
