Creative Art Director focused in creative and visual ideias with over eight years experience


Fans will be fans

A data-driven campaign to turn soccer fans into NBA fans.

Band is the only network in Brazil to broadcast NBA on Open TV.
The problem? In the country of soccer, the NBA audience is 30x smaller than the audience of the national soccer league.

Instead of creating a rivalry with a national passion, we used it to our advantage. With an ingenious use of data, we found several correlations between NBA franchises and Brazilian soccer teams, emotionally impacting the audience with contextual ads in real time.

By extracting and analyzing data from both sports, we let every soccer fan know that whatever was going on with his team, was also happening to a team in the NBA.

Agency: FCB/BR
Creative Team: Gustavo Paro, Alvaro Barth and Ricardo Frezza
Creative Directors: João Mendes and Rafael Pascarella
ECD's: Marcelo Rizério, Pedro Araújo and Anna Martha
Production: FCB Studios
Illustration: João Mendes and Gustavo Paro

Brazilian Creative Club

Silver | Digital
Silver | Creative Use of Data
Merit | Art Direction
Merit | Design