AGENCY: McCann Erickson
CLIENT: Pele Sports
YEAR: 2011
ROLE: Art Director/Copywriter
The Challenge
How do we tell the consumer the Futebol bonito story as it relates to soccer boots? This message must be spoken, printed, blogged, Tweeted and simply felt. We have to tell this story in the store with POP, online, on the pitch and on the street. The right story will transform Pelé Sports from one of the “other soccer brands” to a boutique brand that truly represents what Pelé gave the world …Futebol bonito!
What’s the conventional belief?
Pelé symbolizes Futebol Bonito: a love of the game that can be expressed anytime, anywhere, by anybody. FB is a style of play, free flowing and joyful, as a well as a way of life.
What behavior contradicts that?
Athletes today are increasing leveraging sport science to up their games. From the latest nutrition and training techniques to equipment that maximizes performance and safety, athletes today know that the tech matters.
What does the brand say to resolve the tension?
Pelé Sports boots allow you to Play Free.
We responded to the brief not just with simple retail tactics but a full-on integrated campaign beginning with Geo-target enabled soccer balls that would be distributed around the world. These balls feed information to a microsite where followers can view stats on the ball and the country it is in including a kick-counter, gps location and more. The idea strives to increase the amount of people playing soccer worldwide while developing brand awareness. To do so, we encouraged recipients of the ball to play with it, track it and share it with another person. In this manner the ball begins to travel from city to city and country to country.
Our retail executions fell out of the same play and share mindset. This mindset is being utilized to create unique marketing communications that differentiate themselves from large competitors like Nike and Adidas.
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