Fábio Matiazzi
Creative Director at Wunderman
Sâo Paulo, Brazil
TitleLinesmen for Peace
Agency
Campaign “Linesmen for Peace”
Advertiser Sao Paulo’s Football Federation
Brand Sao Paulo’s Football Federation
Date of First Broadcast/Publication 2014 / 1
Business Sector Institutional/Public Interest/Non-Profit Org.
Tagline Nothing Can Impede Peace
Story To combat violence in football stadiums, we created a campaign that could not be ignored by the fans or the media. During the 2014 Sao Paulo championship, the linesmen's red and yellow flags were replaced with white flags, changing an old football rule. Not just in one game, but in all 158 matches. The message was completed with field signs that read: Nothing can impede peace. Every time the flag was raised, the linesmen would send out a message of peace as a reminder against violence.
We made the news instantly: 42 sports shows explained to their audiences why the linesmen’s flags had changed. Over 270 newspapers picked up our headline. More than 1,200 Free TV insertions were earned.
 
 
Result The campaign achieved a dramatic reduction in the number of people arrested for violence in the stadiums: 47 people in 2013 vs. 1 in 2014, according to the Police Department.
Media Type Others
Length
More Information http://www.bandeirinhadapaz.com.br
Art Director
Copywriter
Chief Creative Officer
Creative Director
Creative Director
Creative Director
Creative Director
Creative Director
Project Manager
MOTION DESIGN
Print Producer
RTV
RTV
Communications Coordinator
Graphic Production
Communications Director
Programmer
Programmer
Production Company La Casa de La Madre
Photography / Illustration

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