Context: There's a common belief that football is the only sport that can be big in Brazil. And rugby is the opposite, one of the most discredited sports in the country.

Challenge: To communicate Heineken sponsorship showing that the brand is "helping to spread rugby" or "helping to make rugby more popular in Brazil".

Idea: In 1921 a bad prediction was made about football by Graciliano Ramos, one of Brazil's most notable writers. In his article called Nine Days' Wonder he said “football isn’t here to stay” and other things. What we realized is that a lot of what he said almost 100 years ago is the same people say about rugby today. So we created a space to show rugby's status in Brazil nowadays.A low-budget one. And we have used Graciliano’s text replacing the word "football" with "rugby" to show people that rugby in Brazil has the same chances that football once had.

Agency: Publicis Brasil; ECD: Gustavo Victorino; CD: Paulo Aguiar; AD: Diogo Dutra, Samuel Gonçalves; CW: Arturo Marenda.

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Cannes 2018 / Shortlist / Audio & Radio