FORBIDDEN NUMBER | BRAHMA
Case Study
In Brazil, the number 24 is related to gays.
Silly, right? I agree.
But now image that none of the 20 1st division football
clubs in Brazil had the 24 on their official relation.
The number is avoided even on the Brazilian Congress’ cabinet.
So, we made Brahma beer, a traditional sponsor of Brazilian football, take a stand for it.
For the first time, a professional player committed to play the entire season with the jersey #24, the forbidden number.
The reaction was sick.
On the following day, Brahma assumed the authorship of the activation, launching a movement against homophobia in sports.
Turning the forbidden number into a symbol of respect.
The movement took over the news immediately. Number 24 was everywhere.
At the first moment, a huge backlash by the suportters.
But then, several other clubs supported the cause publicly on their social media, making the wave bigger.
.
And then, other important clubs went further, making the unthinkable few months before: take the #24 jersey to the pitch.
Including here the two most popular clubs in Brazil, Corinthians and Flamengo.
The movement put a spotlight on homophobia in Brazilian football, being supported por thousands and thousands of people.
