CONTEXT & CHALLENGE
Galo na Veia, Atlético Mineiro's fan membership program, was already one of the biggest in Brazil: clear perks, constant communication, a huge base. But it was only strong on the rational side. Communication revolved around discounts, priority and access, and the program grew when the team did well and stalled when it didn't.
The risk was being remembered as "the best program in Brazil to buy tickets", when it could be "the place where Atlético fans see themselves every day". The 2026 challenge was to move the program from transactional to emotional, from product to identity.
INSIGHT
Being a member means paying with no guaranteed return. It means counting the pennies for everything except the Galo, as the club is known. From the outside, it makes no sense. For an Atlético fan, it's the most logical decision in the world. Passion and reason don't fight: they complete each other, like black and white.
CONCEPT
Galo na Veia. Razão e doideira. (Reason and madness.)
The brain justifies the passionate membership. The heart thrills at the sensible decision to join. The duality that defines the black-and-white universe, individual and collective, black and white, became the program's positioning and platform for the whole year. The symbol is a yin-yang made of two roosters, one black and one white.
THE FILM
The launch is a manifesto:
Who's more right: someone sitting eight hours at work or standing 90 minutes at home? What's crazier: screaming for the raise that never came or for the ball that never went in? Madness is a matter of opinion. (...) Because everyone understands that the universe is like us: individual and collective. Black and white. Reason and madness.
ART DIRECTION
Surrealism was the visual answer to duality, because it lets opposites coexist in the same image, with no hierarchy. With references from Dalí, Magritte, Ernst and Miró, the art direction rearranged the fan's everyday life outside literal logic: heads opening up in layers, faces multiplied mid-scream, an office that turns into the stands. Always anchored in elements Atlético fans recognize.
"A dream isn't chaos, it's another order."
VISUAL SYSTEM
In black and white, with hypnotic textures and the Razão e Doideira lettered signature, the system rolls out across posters, matchday pieces and social content over a four-quarter journey: I choose, I experience, I express and I leave a legacy of reason and madness.
THE ROLE OF THE UMBRELLA
The season campaign is what gives the program a voice that doesn't depend on the scoreline. It's what holds renewals between one win and the next and makes every perk, every matchday piece and every piece of content feel like part of the same idea. In 2026, Razão e Doideira gave Galo na Veia something no discount can: a reason for Atlético fans to see themselves in the program.
RESULTS
- 144,000 paying members in January 2026, the program's all-time record and second-biggest in the country
- National leadership taken on May 16, 2026
- 200,000 members on August 11 and 235,000 nineteen days later
- 300,000 members in October 2026: the biggest fan membership program in Brazil
E2E BEHIND THE TWO BIGGEST
In January 2026, the national fan membership ranking had Palmeiras' Avanti in first place and Galo na Veia in second. By May, the positions had flipped. The two programs fighting for the top spot in the country both have their communication built by End to End: at Atlético since 2020, starting with Manto da Massa, and at Palmeiras with the season campaigns since 2023.
