Responses by Raphael Borges, executive creative director, Africa Creative.
Background: The purpose of the project is to promote an innovative experience that connects soccer, a national passion, with the world of e-commerce, especially promoting Itaú Bank’s creative use of technology. During a decisive Brasileirão match, the field’s advertising boards transformed into live interactions, offering real discount coupons to fans every time the ball made contact with them. The target audience includes soccer fans and digital consumers, especially those interested in exclusive Black Friday deals. The project aims to reinforce Itaú’s brand as innovative and aligned with its customers’ interests.
Design thinking: The solution was inspired by the emotional connection soccer has with its fans and the opportunity to integrate this passion into an interactive, practical experience. The idea of transforming the field’s advertising boards into a dynamic channel for distributing discount coupons emerged as a way to engage the audience in real time. The goal was to combine entertainment and convenience, bringing innovation to sports advertising while promoting Itaú Shop as an accessible, modern shopping platform.
Challenges: Integrating the technology required to transform the field’s advertising boards into a real-time interactive system, ensuring that discount coupons were instantly released to the audience during the match. Additionally, it was crucial to coordinate different teams—from technology and design to stadium operations—to ensure everything worked seamlessly during a live, high-visibility event. The logistical complexity and the high expectations of the audience made this challenge even more exciting to overcome.
Favorite details: I am very proud of the seamless integration of technology and creativity in this project. Transforming the field’s advertising boards into an interactive platform that engaged fans in real time during such an important match was an innovative achievement. The precision required to synchronize the moment the ball touched the boards with the release of discount coupons was a technical and logistical triumph. This innovation not only enhanced the match experience but also strengthened the Itaú brand as visionary and connected to its audience’s passions.
New lessons: This project brought many valuable lessons, especially about integrating technology and advertising in an innovative way within a live environment. I learned more about the technical challenges of synchronizing real-time actions, such as releasing coupons, with dynamic events like the movement of the ball on the field. Additionally, it was a great learning experience to understand the importance of precise coordination between different teams to ensure everything worked seamlessly. This experience reinforced the idea that innovation relies as much on creativity as it does on flawless execution.
Visual influences: The visual influences came primarily from the technological interactivity present in innovative campaigns, such as interactive activations in stadiums and actions that use real-time data to engage the audience. Additionally, the dynamic and modern aesthetics of sports advertising boards inspired the design and execution, ensuring they were both visually appealing and functional. The goal was to create something that captured the attention of fans in the stadium and directly engaged them with Itaú Shop in a visually impactful, intuitive way.