Flamengo + Pfizer

What if there were a symbol of responsibility placed exactly where a vaccine is applied?

During the 2022 Copa do Brasil final, in partnership with Ogilvy, we connected Flamengo and Pfizer in a historic activation. Flamengo’s captain’s armband, worn by Everton Ribeiro, featured a bandage inspired by a vaccine shot, reinforcing the importance of vaccination.

For all 90 minutes at a sold-out Maracanã, the armband symbolizing collective responsibility was worn by the captain, and later by all captains, as the trophy was lifted.

The campaign also featured Flamengo legend Júnior and Zé Roberto as influencers to amplify the message across social media and the stadium’s big screens, supported by a robust PR strategy.