A DIGITAL CAMPAIGN POWERED BY A FAX MACHINE
There's a funny fact about the first Brazilian world soccer title: in 2000, Corinthians won the 1st official FIFA Club World Cup. Later, rivals tried to claim world champion status based on unofficial titles that existed only in faxed documents. To launch the new jerseys inspired by that victory, we decided to stir up our fans' madness and tease our rivals with a simple reminder: a real victory doesn’t come by fax. True madness lives on the pitch, not on paper.
Fax-inspired visuals permeated the entire campaign. Uneven, failed print textures appeared across the title, logos, and photos. The editorial images featured the silver globe and calendar pages dated 01/14/2000 — props that connect directly to the day of the world title.
VISUAL I.D
Madness took over the streets and subway stations, from Sé and other main stops in São Paulo to the iconic Corinthians-Itaquera, the main destination for fans heading to the stadium.
OUT OF HOME
Along with the seeding kit sent to influencers and well-known fans, we included a collectible card featuring the 2000 championship victory that was part of a limited edition series.
COLLECTIBLE CARD
From AI-generated comp studies to an original fax machine, this project brought together the new, the old, and a wildly talented team.
THE PROCESS
