BRIEF
Since the 7x1 against Germany in 2014, there has been a big break between the Brazilian fans and the national squad. In 2021 Kwai became a sponsor of the Brazilian football female and male squads. And as its marketing strategy, Kwai took on the responsibility of helping the Brazilian fans reconnect with the national team.
WHAT WE DID
So a branded content strategy for CBF and Kwai came about: ‘Seleção de estrelas - Stars Squad’ the first Kwai Originals. A documentary series of 21 short episodes telling each Brazilian player's life story. Narrated by themselves, friends, and family, the episodes show their life trajectories, difficulties, and triumphs in a very intimate way. It achieved more than 130 million views, increasing the ‘Seleção Brasileira’ followers to 6 million and making Kwai the most downloaded app in Brazil.
Kwai + CBF
Production Company Side360
Directed by Miguel Varca
Art Director João Gabriel Gragnani
Motion Designer Daniel Gabbay
Producer Lúcio Goldfarb