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CAMOUFLAGE JERSEY

We used cutting edge technology to create an original product. Something the fans and media would certainly pay attention to. 

Client: Sport Club Bahia
Role: Concept, Copywriting, Lead Project Manager
Year: 2019

Brazil has the world's highest rate of football-related deaths. Esporte Clube Bahia, one of the biggest football teams in Brazil, realized it was time to shine a spotlight on the problem of violence around the stadiums. That’s why we had the idea of turning an ordinary object into something extraordinary, to spread a meaningful and much-needed message. We used Camouflage jersey to raise awareness to the crisis and promote peace in Brazil.

The repercussion was immediate among National football players, fans, celebrities and influencers, who started supporting our campaign. Even the biggest team in Brazil, Corinthians, shared the idea on their social networks. The jersey itself became an icon for addressing this issue and is now part of an exhibition at Brazilian Football Museum.

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CREDITS

Agency: Leo Burnett São Paulo
ECD: Wilson Mateos
CD: Vinicius Stanzione, Pedro Utzeri
Copywriter: Gabriel Lepesteur
Art Director: Eric Fernando, Thiago Strelow
Technology Company: EJTECH
Technologists: Esteban de la Torre, Judit Eszter Kárpáti 

All works © Gabriel Lepesteur 2021. Please do not reproduce without the expressed written consent of Gabriel Lepesteur.