Torça como um corinthiano

From 1954 to 1977, Corinthians went through a title drought that tormented its loyal fans, the Fiel. Since 2002, Brazilian fans have lived and relived a parallel version of that same pain at the World Cup: twenty-odd years without shouting “champions”. A meeting of stories we couldn’t let slip by.

The idea came up, we played a one-two with Esportes da Sorte and, as always, they left us free to score.

“Torça como um corinthiano” was born with a mission: to make people reflect on what it really means to support a team, using the example of those who, match after match, give us a lesson in how to do it.

The yellow-and-green crowd needed a shake-up. So let Brazil become a bando de loucos, a bunch of crazies.

The rain doesn’t fall by chance. It stands for the resilience, resistance and redemption that stay with every Corinthians fan, at every moment.

To translate that passion, we cast only real fans. The authenticity in front of the cameras also took over the soundtrack, built from terrace chants and closing with the line “o campeão dos campeões” (the champion of champions) from the Corinthians anthem, creating a symbolic link with the most successful national team in the world.

Since the Fiel is known for invading stadiums to show its passion, we decided to do the same with our communication.

To start, we aired nationwide on the country’s two biggest TV networks, in the pre-game of the Corinthians vs. São Paulo derby. That derby would also mark the debut of Timão’s new jersey. What did we do with that? We used the master sponsor space (given up by Esportes da Sorte) to carry the campaign concept. To complete the invasion, we were also on the pitchside LED boards.