A jersey that changes its colours when the fan is safe inside the stadium – We used cutting edge technology to create an original product. Something the fans and the media would certainly pay attention to.

Agency: Leo Burnett  //  Market: Brazil 2019  //  Role: Creative, copywriter

Case Film ⬎

 “A creative way of keeping fans safe.”

— Fast Company

Using chromosonic technology, the magic happens in three layers. At the top, a heat-reactive thermochromic pigment, in the middle, Bahia’s hidden logo, and at the bottom, an embedded soft thermal circuit.

The repercussion was immediate among the media, fans, celebrities and football players, who started supporting the campaign.

SporTV Interview ⬎

 “A Brazilian Soccer Team Created ‘Camouflage’ Jerseys to Combat Post-Game Violence.”

— Adweek

 “E.C. Bahia was able to make the most powerful statement.”

— Contagious

US$3.4MM

spontaneous
media

35 Million

impressions

35%

increased visits
Bahia Store + website

Credits

Agency Leo Burnett
CCO Marcelo Reis
ECD Wilson Mateos
CD Pedro Utzeri, Vinícius Stanzione
Copywriter Gabriel Lepesteur
Art Director Eric Fernando, Thiago Strelow
Tech Production EJTech
Technical Lead Esteban De La Torre, Judit Eszter Kárpáti
Account Team Andrea Ferreira, Karolina Cassares, Amanda Alves

Awards

Brazilian Creative Club 1x Silver
Lusos Awards 1x Grand Prix

Gabriel Lepesteur

Amsterdam based
Creative Director

trinque!

Get in touch

gabriel@lepesteur.com

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