Six months before Brasil was to host the World Cup, we launched a film highlighting the national team’s superstars and gave fans a taste of how the game is played through their mind.

To create buzz before the campaign and seed the idea we created a series of silhouettes of the players heads. We sent a package of stickers, posters and stencils to influencers and street artists in Brasil.

Once the campaign launched, we revealed the mindsets of each player of the Brazilian National Team through out of home and digital. At the same time, we launched a silhouette maker through nike.com where users could create their own silhouette and mindset and share through social media and create their own personalized apparel.

Agency: Wieden+Kennedy, São Paulo

Creative Director: Blake Kidder / Patrick Almaguer

Creative Team: Pedro Izique / Vitor Amos / Arthur Daraujo / Diogo Valim / Bruno Barberi

Director: Daniel Kleinman