CONTEXT & CHALLENGE
For the Qatar World Cup, sportv issued a call: activate Modo Copa, World Cup Mode, the state in which Brazilians start living for the national team. The campaign was on TV and on social media. End to End's challenge was to take World Cup Mode off the screen and onto the street, at two moments fans feel in their bones: the day the squad list comes out and the day the team takes the pitch.
INSIGHT
In Brazil, the World Cup doesn't start with the opening whistle. It starts with the squad announcement, when every name read out becomes bar talk, and it spreads through streets painted green and yellow, across walls, through neighborhood barbecues. World Cup Mode already exists. It just needed a place to happen.
MOMENT 1 — A TRIBUTE TO THE STARS
On Monday, November 7, 2022, Tite read out the 26 names who would go after the sixth star. That night, Rio's Ferris wheel became a screen and, one by one, the call-ups lit up the city sky.
26 names. One fanbase. Brazil believes in the guys.
The line by Gonzaguinha, already the soundtrack of the channel's campaign, became the tribute's sign-off.
MOMENT 2 — THE MARACANÃ
On a national team match day, World Cup Mode was activated in front of the Maracanã. The art direction started from the most Brazilian art form of World Cup season: the painted street. Christ the Redeemer and the Maracanã drawn by hand, the flag in brushstrokes, wheat-paste posters, the sportv logo in chalk on the ground, a custom mini goal. All with the stroke of someone painting the street wall the night before the match, turned into a set made for fans to pose, share and see themselves in.
In the middle of the set, influencer Samanta Alves approached passers-by with a challenge: hit the mini goal from a set distance. Those who scored won a prize nobody expected: being "kidnapped" by sportv to watch the national team's match at a party with samba, barbecue and the company of a World Cup winner, Edilson Capetinha.
Fans left home to watch the match and ended up living World Cup Mode at full blast.
