Switzerland: 1954. The now iconic yellow jersey of the Brazilian soccer team makes its debut in a major competition, the World Cup. As the Brazilian team enters the field all dressed in yellow, the radio broadcaster Geraldo José de Almeida spontaneously creates the nickname that would characterize the team from that day on: Canarinho (“Little Canary”), a yellow bird very common in Brazil.
Inspired by Brazilian street art and street soccer, Movimento Canarinho is Nike’s first campaign to be developed 100% in (and for) Brazil. The initiative attempts to rescue the Canarinho sprit: the spirit of those who know they must be creative to survive, both on and off the field. Among the initiatives of the campaign, a pop up store in São Paulo, the creation of a Canarinho-themed bar in Rio de Janeiro, and a website that offers a number of free downloads that range from the Canarinho anthem (originally sang by Flamengo’s iconic player Junior and now remixed to a rap-samba-funk version by Marcelo D2 and DJ Nuts) to ringtones and wallpapers. The website also encourages users to produce and submit photos and videos that portray their interpretation of the “Canarinho spirit”, which will serve as inspiration for the national team players on their way to the 2010 World Cup in South Africa. A radio station, focused exclusively on Brazilian music, is also part of the campaign. The station can be heard through the internet or the iPhone, via an iPhone application.
The initiative also includes a limited-edition product line inspired by the Brazilian street culture. Eduardo Saretta, of the Choque Cultural art gallery, a reference in the street art movement, invited artists like Don Torelly, Jurubis and Presto to illustrate the product line with iconic elements of the day-to-day life in Brazil, such as: music, architecture, street soccer and even the garbage collector. The result is an upbeat and modern line of products that links youth culture with the passion for soccer. Movimento Canarinho is a bold attempt by Nike towards creating a more intimate relationship between brand and soccer and street art enthusiasts.
-Contributed by Mauricio Soares