CONTEXT & CHALLENGE
On the eve of Paris 2024, only one Olympic committee in the world had more Instagram followers than Time Brasil: the United States', about 1 million ahead. In charge of the COB's social media, End to End had the mission of bringing fans closer to Olympic sport and turning @timebrasil into the main channel for experiencing the Games.
INSIGHT
Brazil isn't at the top of the medal table. But there's one arena where Brazilians are unbeatable: the internet. And nothing mobilizes Brazilians like a rivalry.
CONCEPT
#TorcidaDeOuro (Golden Fans): a movement for the fans to win Brazil's first medal of the Games: that of the most-followed Olympic committee in the world.
Launched at the ten-days-to-go mark before the opening ceremony, the movement wasn't born as an institutional piece. It started with influencers, athletes and former athletes who agreed to be spokespeople for the call, and won the support of CazéTV, TV Globo and sportv.
EXECUTION
During the Games, the coverage kept the spirit of the fans: a persona that looked like Brazilians themselves, relaxed and intense, reacting in real time instead of just informing. With teams in Paris and in Brazil, from 2 a.m. to midnight, and with no rights to use competition footage, every moment was told through manipulated art, illustrations and behind-the-scenes photos.
One of the highlights was the official meme built on the viral photo of Gabriel Medina in Tahiti, updated at every standout moment of the Games: 9 versions, 2.3 million engagements and almost 20 million people reached.
RESULTS
- The most-followed Olympic committee in the world on Instagram, overtaking the US on August 1
- 3.1 million followers on Instagram, versus Team USA's 2.5 million
- 2.5 million+ new followers across all platforms (+42%)
- 1.2 billion impressions and 78 million engagements
AWARDS
Torcida de Ouro
- Hashtag Sports Awards 2025 — Winner, Best Social Media Campaign
- Lisbon International Advertising Festival 2024 — Bronze, Social Media: Olympic Sports
- Prémios Lusófonos da Criatividade 2024 — Bronze, Social Media Campaign
Olympic Meme
- Prémios Lusófonos da Criatividade 2024 — Silver, Single Post
- Lisbon International Advertising Festival 2024 — Bronze, Single Post