CONTEXT & CHALLENGE
In November 2024, Allianz Parque turned ten. Club, operator and sponsors were all competing for narratives about the same anniversary. The challenge was to celebrate the decade with an angle of its own, without falling into an institutional video made of archive footage, and to show the arena as much more than a football stadium.
INSIGHT
In ten years, Allianz Parque stopped being a stadium and became a destination: football, concerts, restaurants, tours and corporate events. If the decade fit into one word, it would be imperdível (unmissable).
CONCEPT
While everyone was looking at the archive, we built an illustrated universe of our own. A 2'36" animated film that compresses ten years and every side of the arena into a single language. And it closes with the sign-off:
Allianz Parque, in one word: Imperdível. (Unmissable.)
STYLE FRAMES
An illustrated universe created from scratch with Muevo Studio: the arena and its surroundings, the concerts, the football and the people who make up the decade, drawn frame by frame and animated with rigging, cel animation and 2DFX.
EXECUTION
The concept became a key visual and campaign system: the word "imperdível" broken up in giant type over football fans, concert crowds and the stadium itself. The film ran on the arena's social channels, on YouTube and on the internal big screens during events.
RESULTS
The decade the campaign celebrated:
- 308 matches and 9 titles lifted at the arena
- More than 8 million fans in ten years
- 32 concerts in 2024, with more than 1 million spectators in the year