Kevin Zung
Executive Creative Director at Publicis Brasil Comunicação, São Paulo
São Paulo, Brasil
TítuloImpossible Mascots
Título (Lengua original)Aproxime
Agencia
Campaña Impossible Mascots
Anunciante MasterCard International
Marca MasterCard Contactless
Fecha de primera difusión/publicación
Sector Empresarial Tarjetas de crédito
Sinopsis Mastercard was the official sponsor of the Copa América 2019 mascots. So it took the opportunity to help boys and girls undergoing cancer treatment fulfil an impossible dream: they joined the players on the pitch thanks to technology. Since they couldn’t leave the hospital, they interacted in real time with players via robots designed for the initiative. Millions of people around the world saw the sequence live, and the material became the basis for an emotional video shared on social networks.
Filosofía During the friendly soccer match between Brazil and Honduras, in the city of Porto Alegre, Mastercard, in partnership with Hospital de Amor, the largest philanthropic oncology institution in Brazil, fulfilled the dream of children in cancer treatment in an unprecedented action in Brazil. Mastercard, an official sponsor of Brazil's soccer teams, used the telepresence technology and took hospitalized children into the stadium to experience the excitement of entering the field with their idols. Robots with the size of a child joined the Brazilian soccer team players representing two boys in cancer treatment currently admitted and in cancer treatment in Hospital de Amor, in Barretos (SP), and transmitted, live, through an LED screen, all the their reactions. On the other end, inside the hospital, the children could experience some of the excitement of being a Player Escort and being able to be "inside" the field. One day before, during the last training session, before the Sunday match and to bring closer the children to the players, Mastercard took the robots to the field and made a live transmission. The players and technical team had the opportunity to learn more about the story of the children who would enter the field with them the following day. “Entering the field with soccer players is a dream for millions of children around the world. It seems to be impossible for many of them especially those who are in the hospital. We bring these children closer to their idols. This action is part of our campaign for Conmebol Copa América 2019, which has as motto the word "Aproxime" (get closer), which is an invitation for people to approach each other and start what is priceless through football," explains Sarah Buchwitz, Communications and Marketing Vice President at Mastercard Brazil and Southern Cone. According to the National Cancer Institute (INCA), evidence from experimental studies suggests that psychological stress can affect tumor growth. Therefore, being close to family or friends can reduce levels of depression, anxiety and even symptoms related to illness and patient treatment. Because the emotional and social support can help patients cope with psychological stress. According to the Institute, this disease affects about 12,000 children and teenagers annually in Brazil, representing an average of 32 cases per day. “We are very pleased to make the dream of many children in cancer treatment come true with Mastercard’s action. Being able to enter the field with their idols and live the emotion of the fans. Surely, these children will feel that the greatest cheer is for them, for their health, for their happiness, to be victorious for every challenge they face. We are sure that all the fans who are in the stadium or in their houses will have their lives transformed forever by participating in this beautiful project. More than attending a match, the perspective brought by MasterCard’s project leads everyone to participate in a moment of love for each other," says Henrique Moraes Prata, Social Responsibility Director at Hospital de Amor. "Entering the field with one of the stars of the Brazilian National Team is a unique experience for every child, it is unforgettable. In Mastercard’s unprecedented action, we are making true the dream of those young people who cannot be here. It is a way to contribute a little at this moment, with strength and positive energy," says Giberto Ratto, Brazilian Football Confederation (CBF) Marketing Director. About the action To develop this project, created by Mastercard with WMcCann’s and MediaMonks’ collaboration, there were a series of challenges not only technical, but mainly operational. Due to the uneven surface of the field, it was necessary to develop robots capable of walking on the grass, dealing with obstacles and resistant to rain. In addition, streaming software developed especially for the action, had to handle possible interferences in the radio frequencies and TV transmitters, because the robots are remotely controlled. In the initial design for the robots development, the concept design and 3D detailing served as a basis for mold production, and later the final production of fiberglass finished with automotive paint for more durability. For the process of piloting, pilots went to the stadium and had the direct feedback in auxiliary screen. In addition, throughout the project, the partners thought together to what extent they would have to adapt to the protocols of the games and what solutions to the other logistics challenges of this action.
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