Puma Brazil’s #EKINGPELÉ initiative is built on the proposition that it was a privilege for all those lucky enough to see Pelé play live and the current generation is all the poorer for having to relive his skills only through news reports, videos and photos.
So the sportswear brand, working with agency Havas/BETC Sao Paulo, sought to bring his brilliant play back to life through virtual technology and celebrate 50 years since Pele scored his 1000th goal (and promote its iconic Pele boots).
The campaign is a tribute to his 1969 feat and a celebration of a player who wore the national team’s yellow jersey like no one before or since.
The initiative sees Puma and Havas call on gamers from across Brazil and around the world play with Pelé’s avatar on their consoles, to score with the King and to share their goals on social media using #eKingPelé – until collectively they score 1,000 goals.
The campaign is amplified across the brand’s usual channels.
Com a ajuda de vocês, eu consegui marcar 1000 gols de novo. Dessa vez no videogame. Muito obrigado a todos que participaram, mas a gente não precisa parar no mil. E aí, quantos gols a gente consegue chegar? @puma_br @pumafootball pic.twitter.com/GLbN3YgazW
— Pelé (@Pele) November 20, 2019
https://twitter.com/antony00/status/1196820708510355456
The campaign was created for Puma Brazil by BETC/Havas where the team included
CCO Erh Ray, Executive Creative Director Andrea Siqueira, Creative Directors Gabriel Sotero and Murilo Melo, Creatives Victor Castelo, Leandro Oliveira, Vitor Chagas and Raul Lima, Typography/Press Kit Illustrators André Batista and André Ignatiuk, with media by Carlinha Gagliardi, Fabrício Duarte and Stephanie Scibor, Account Manager Giovana Degen, Strategists Agatha Kim and Mirella Nascimento, BI Felix Fontes and Integrated Production Director Anna Luisa Ferraz.
The production company was Modernista Creative Producers with Executive Producer Marcelo Monteiro, Directors Alexandre Lucas and André Inácio, Photography Directors Tiago Cauduro and Nestor Grun, Production Coordinator Juan Alberto, with editing and post-production by The End, 3D modelling by Paulo Filipe Souza, sound by Satelite Audio with music directors Roberto Coelho, Kito Siqueira, Hurso Ambrifi and Daniel Iasbeck.
Customer service was handled by Renata Costa and Nicole Bonnet, music production by Roberto Coelho, Kito Siqueira, Hurso Ambrifi, Daniel Iasbeck, Mike Vlcek, Thiago Colli, Charly Coombes, Helton Oliveira and Ian Sierra, finalization by Ricardo Bertran, Celso Moretti, Carla Cornea, Ian Sierra and Isadora Penna, production coordination by Ana Cordeiro, Mariana Tardelli and Rafa Oliveira, with General Assistant Renan Marques.
The social media partner was Vbeta, the Community Managers were Roberta Raduan and Thais Souza and Advertisers Fabio Kadow, Isabella Quarterone and Rubia Pria.
Comment:
This stand out Pele gaming tribute adds to the growing body of innovative in-game sports marketing which also includes flagship firsts such as Coca-Cola’s signing of virtual player Alex Hunter in EA’s FIFA (see case study), the NFL’s Fortnite Touchdown Celebration partnership (see case study) and Pizza Hut’s virtual stadium naming rights within Madden (see case study).
Links:
PUMA Brasil
https://www.facebook.com/PUMABrasil/
https://www.instagram.com/pumabrasil
BETC/Havas
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