PR / Bronze

Título: The Debut
Agência: Africa
Anunciante: AmBev

Diretor de criação: Sergio Gordilho/ Pedro Bullos/ Valdir Bianchi

Produtor da agência: Rodrigo Ferrari/ Stella Gafo/ Eduardo Machado/ Ian Ingles

Redator:: Tiago Abreu

Atendimento: Carolina Boccia/ Junior Souza/ Lucas Fajardo/ Juliana Araujo

Produtora de som: Big Foote Music

Outros créditos: Diretora de Projeto: Monique Lopes LimaGerente de Projetos: Mila Battistoni, Eliot TostaProdutora de Projetos: Julia NewmanProdução Gráfica: Carla Lustosa/ Edson HaradaEstratégia de Digital: Yuri MussolySocial Media: Rafael Darri e Thais LapastiniMídia: Luiz Fernando Vieira, Fernando Nogueira, Carlos Guerra, Denis SimaroPlanejamento: Rodrigo Maroni, Aldo Pini, Douglas Nogueira, Pedro Bergamo, Rafael BassoGerente de Projetos: Carolina Mader LaraProdutor Executivo: Marcelo Altschuler

Sinopse: Oscar Schmidt é um ídolo brasileiro e uma lenda do basquete mundial. Mas apesar disso, a história de quando ele quase jogou na NBA era pouco conhecida do público em geral.Conseguimos contar essa história criando um fato novo, uma notícia. Algo que chamou a atenção das pessoas e se tornou impossível de ser ignorado. E assim, conseguimos transmitir a mensagem da marca de uma forma nova, interessante e relevante.

Designer: Filipe Birck/ Matteus Vilas Boas

Diretor de Arte: Linus Oura/ Sergio Gordilho

Produtora: Saigon Filmes

Diretor: Vellas

Diretor de Fotografia: André Faccioli

Sinopse em Inglês: Budweiser is an NBA sponsor in Brazil. But the Brazilian basketball lives its worst moment in history. In 2016, the Brazilian Basketball Confederation was suspended from all international competitions by FIBA, for bad administration. It was time to rescue the Brazilian pride for its basketball. And we did it paying tribute to a great idol. Oscar Schmidt is the greatest scorer in history and holds many records in basketball. He’s had a successful career both in Europe and in the Brazilian national team, but although being a legend, he never could play in the NBA. He was drafted in 1984, same year of Michael Jordan. But according to a rule back then, if he accepted the league’s invitation, he would never be allowed to play for his country again. Choosing the hard way is what builds legends such as Budweiser and Oscar. That’s why Bud had to pay this tribute. In an unprecedented partnership with ESPN and NBA, we got Oscar Schmidt to play his first NBA game, at age 59. The All-Star Weekend is an official event that brings together great stars and is broadcasted for over 160 countries and on February 17th he finally made his NBA debut. If there was something left in Oscar’s career, now there isn’t any more.

A situação:: Budweiser is a NBA sponsor in Brazil. But the Brazilian basketball lives its worst moment in history. In 2016, the Brazilian Basketball League was suspended from all international competitions by FIBA, due to bad administration. It was time to rescue the Brazilian pride for its basketball. And we did it by honoring a great idol.Oscar Schmidt is the greatest scorer in history and holds many records in basketball. He’s had a successful career both in Europe and in the Brazilian national team, but although being a legend, he never could play in the NBA. He was drafted in 1984, the same year of Michael Jordan. But according to a rule back then, if he accepted the league’s invitation, he would never be allowed to play for his country again. Choosing the hard way is what builds legends such as Bud and Oscar.

O objetivo:: Oscar Schmidt chose the hard way and became a legend. That’s why Budweiser had to rewrite this story.In an unprecedented partnership with ESPN and NBA, we got Oscar Schmidt to play his first NBA game, at age 59. The All-Star Weekend is an official event that brings together great stars and is broadcasted for over 160 countries.Oscar was the first player who never played in the league to be invited for the event. To that end, he went back to training 14 years after having retired. He overcame the pain and was honored many times. And on February 17th he finally made his NBA debut. If there was something left in Oscar’s career, now there isn’t any more.

A estratégia:: Budweiser’s target are people in the social class AB older than 18. Lots of them had never seen Oscar play, but many had heard the stories about him. But more than telling Oscar’s story, the strategy was to create something that could become news and be remembered forever.For this reason, to reach the target, we used international media coverage that recognizes Oscar Schmidt’s importance as a true basketball sports legend. While in Brazil, the news was announced in the main mass-media vehicles.The support of sports celebrities such as Ronaldo, Kobe Bryant and Ronaldinho was very important. They all posted about the tribute in their social networks. Brazilian digital influencers were also contacted and helped to promote the story.We divided the action in different phases: teaser, then official communication of NBA’s invitation, participation in TV sports programs until the game, which gave time for the news to reverberate.

Execução:: In January 19th, we posted in Oscar’s Page a video teaser, with Oscar training for some mysterious reason. The video became viral and was aired in specialized media, having more than 600k interactions. After a few days, during a press conference broadcasted in a Facebook live, we revealed NBA’s invitation. The news quickly spread the world.The invitation motivated several other tributes, making the idea even bigger. NBA launched in Brazil the Oscar’s Brooklyn Nets jersey (former New Jersey Nets, that had drafted Oscar in 1984). In only 4 hours it was sold out. Adidas also launched exclusive sneakers for Oscar to wear at the game. And a 17-minute documentary was produced, following the whole Oscar’s preparation.Influencers like Ronaldo, Kobe Bryant and official Olympics twitters posted messages honoring Oscar. Oscar entered the court on February 17th having scored all of his throws, and finally made his debut at NBA.