All Episodes:
Itaú / FIFA Men's World Cup (2018)
My role: Content Strategy Concept; Lead Branded Content Campaign, Live Marketing for social, Social Media and Influence/Creators; Partnership with the media team in the strategy and execution of content distribution;
Team management: Marketing Itaú (Social & Content) Africa, DM9DDB and Sunset (agencies), Twitter (Creators).
+ Brand attributes and awareness with key results.
+ FIFA World Cup 2018 (Itaú) - TOP Ranking / Share of Voice on Twitter.
Very important to say that as an official sponsor of Brazil National Team, we ceased our communication in July 6th
(Brazil x Belgium), and the brand on the first place, an official sponsor of the event, continued till the final.Read more here.
+YouTube Global Ads Leaderboard 1st place (Itaú) / FIFA 2018 World Cup.
Read more here.
Entrelinhas: Heitor Dhalia, with Paranoid Productions.
Uma Paixão que nos Une: VICE Productions.
Team management: Marketing Itaú (Social & Content) Africa, DM9DDB and Sunset (agencies), Twitter (Creators).
+ Brand attributes and awareness with key results.
+ FIFA World Cup 2018 (Itaú) - TOP Ranking / Share of Voice on Twitter.
Very important to say that as an official sponsor of Brazil National Team, we ceased our communication in July 6th
(Brazil x Belgium), and the brand on the first place, an official sponsor of the event, continued till the final.Read more here.
+YouTube Global Ads Leaderboard 1st place (Itaú) / FIFA 2018 World Cup.
Read more here.
Entrelinhas: Heitor Dhalia, with Paranoid Productions.
Uma Paixão que nos Une: VICE Productions.
CONTEXT
Enhance awareness and brand attributes, reinforcing the position of official sponsor of the Brazilian football team. In this project I developed the “Entrelinhas” series and led its campaign (digital and off), as the “war room” for real-time content and the concept and production of the mini-series “Paixão que Une”, presented by artist Thaíde, produced by VICE.
ENTRELINHAS:
In a year full of political crisis in Brazil, we led a conversation about essential values for the Brazilians.
I developed the creative concept of a documentary with the national team coach, Tite, at the Maracanã stadium, where he would share stories that would talk about values that the Brazilian people carries inside and outside the field lines. All of the films of the series were directed by the movie director Heitor Dhalia.
ABOUT ME
I'm all about human behaviour.
I love to be in a place where I have to discover it, inch by inch, and tell a story about it.
And I believe that a good and impactful story must go through Strategy + Execution + Distribution,
with a creative mindset in all of its stages.
I’ve worked in all sorts of markets, especially in Culture & Entertainment, Finance, Technology,
Consumer Goods, Sport and Fashion.
CONTACT
︎ ricardomjahn@gmail.com ︎ in/ricardomjahn