The Lucky Underwear

Brazilians are very superstitious. Especially when it comes to football. Even more when it’s world cup time. In other words, the perfect opportunity for an underwear brand which had the country’s top player as spoke’s person call people’s attention. And to do so, we came up with more than a campaign. We created a whole new line of products: the lucky underwear. Our campaign was not only picked up by our consumers, but also made the headlines of sports newspapers all over the world with Neymar’s strategic guerrilla appearances.