Launched in early May, Nike’s global campaign, titled “Vai no Novo” (Play New), aims to invite people to discover the sport in a different way. Now, the most lively phase of the campaign celebrates the new football by encouraging gender equality and the inclusion of more girls in football with two idols of the new generation of Brazilian football: Richarlison and Debinha.
The two athletes take a break from the usual sports broadcasts to embrace their funniest side together with Any Malu, the first digital Influencer of cartoons and fever among children and teenagers on the internet.
“Many girls of the new generation do not practice or have close contact with women’s football. The idea of the advertising action is to show this version of football: more inclusive and fair for everyone. The union of two football icons with such a famous character among children has the power to inspire girls to start playing football and, who knows, make them dream of one day wearing the shirt of the Brazilian National Team”, said Gustavo Viana, Marketing Director at FISIA, Official Nike Distributor in Brazil.
In the special animation developed by Combo Studio in partnership with Nike, WarnerMedia, through the Cartoon Network brand, and Wieden+Kennedy São Paulo, Any Malu is a big fan of Debinha and women’s football. And in this piece, she receives, in a playful chat inside her room, the athlete and also Richarlison, another big fan of the women’s teams and the Brazilian women’s team. The three enjoy a relaxed conversation to show the importance of expanding access for girls in football. The action enhances the message that they too can grow up dreaming of being players.
“Now is the time for us to hear the voices of all the girls who love and want to make a living from football. We want sport to be increasingly inclusive and I am very proud to be a spokesperson for this change and for this encouragement for all girls”, said Debinha.
“It is very important to be part of this campaign, because football can also change the lives of thousands of girls, just as it changed mine. We need to give the same opportunity that we have in men’s football to girls,” added the striker.
“Inclusion and diversity are all about Any Malu and the values of WarnerMedia, so it was a pleasure for our team to develop such an engaged, fun and inspiring project together with our partners. Football fans who recognize these values will enjoy it, no matter their team, gender or age”, commented Larissa Machado, Head of Content Partnerships at WarnerMedia Brazil
“When client, agency and vehicle work in an integrated and purposeful way, the campaign generates relevant and impactful conversations. So it is with Nike and Wieden+Kennedy, who recognize the potential of our content assets, in digital and linear, and of our cross-platform team”, concluded Samuel Sabbag, Director of Ad Sales at WarnerMedia Brazil
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