MARCELO RUBRA copywriter

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Black & White Roots

Black & White Roots

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International football is hugely popular in Brazil, but for many supporters of mass clubs like Corinthians, interest rarely extends beyond their own team. So when access to the UEFA Champions League became a membership benefit through HBO Max, the challenge was beyond awareness, it was a matter of relevance.

International football is hugely popular in Brazil, but for many supporters of mass clubs like Corinthians, interest rarely extends beyond their own team. So when access to the UEFA Champions League became a membership benefit through HBO Max, the challenge was beyond awareness, it was a matter of relevance.

International football is hugely popular in Brazil, but for many supporters of mass clubs like Corinthians, interest rarely extends beyond their own team. So when access to the UEFA Champions League became a membership benefit through HBO Max, the challenge was beyond awareness, it was a matter of relevance.

Promotional image of Marquinhos in a PSG jersey torn open to reveal a Corinthians shirt underneath.

We solved it by highlighting players developed at Corinthians who were now competing in Europe, turning a foreign competition into an extension of their own club story.

We solved it by highlighting players developed at Corinthians who were now competing in Europe, turning a foreign competition into an extension of their own club story.

Promotional image of João Victor in a Benfica jersey torn open to reveal a Corinthians shirt underneath.

Corinthians membership app screen showing activities promoting the UEFA Champions League to members.

Using a direct channel between the club and its supporters, the Corinthians membership app, we reframed the invitation: not asking fans to watch other teams, but to keep supporting one of their own.

Using a direct channel between the club and its supporters, the Corinthians membership app, we reframed the invitation: not asking fans to watch other teams, but to keep supporting one of their own.

Corinthians membership app screen showing activities promoting the UEFA Champions League to members.

And we kept building this connection through the club’s own channel, transforming the new milestones of former players, still idols to Corinthians fans, into renewed moments of pride.

And we kept building this connection through the club’s own channel, transforming the new milestones of former players, still idols to Corinthians fans, into renewed moments of pride.