Ice Ball – Together for the Planet

The Problem

Global warming is an urgent cause. If no action is taken, the damage could be irreversible all over the world by 2050. In Brazil, 93% of municipalities were hit by some kind of natural disaster between 2013 and 2022. To call attention to this issue, we harness the power of soccer to convey that we're all in this game together and that there's still time to turn it around.

Solution

Bring together two rivals onto the field with an ice ball symbolizing the planet that gradually melted throughout the game.

Shortly before World Environment Day (June 5), the “Ice Ball – Together for the Planet” campaign was executed during the Brazilian championship match between Galo and Bahia (June 2), when star players Hulk (Galo) and Éverton Luiz (Bahia) entered the field with an ice ball.

The broad campaign material included the main film (shown on the large screen and posted on social media), landing page, customized jerseys for both teams, flags on the field and in the stands, as well as collab social media posts by the two teams, the Minas Gerais State Prosecutor’s Office (MPMG), the Bahia State Prosecutor’s Office (MPBA), and the Minas Gerais Secretariat for the Environment and Sustainable Development (Semad-MG).

Main results

+ R$18 million in media returns

+ 4 million impressions in social media

+ 200 insertions in communication outlets

Notable mentions by large media outlets: CNN, SportTV, Band News, Globo Esporte, IstoÉ, O Globo, Máquina do Esporte, UOL and R7