A journey of content that brought the UEFA Champions League experience to the street games in Rio.
In Rio, the floodplain has a soul, has a history, has warm blood running through every tackle. This is how the Gatorade Invasion was born. A journey to prove that the thrill of football can be on the neighborhood field or in the UEFA Champions League.
Discover the complete journey of the Gatorade Invasion
Learn about the complete story of the Gatorade Invasion
THE CHALLENGE: TO UNITE TWO WORLDS WITH ONE SPIRIT
The mission was clear: to show that Gatorade is for everyone who takes the game seriously, from professional athletes to casual players. More than just hydrating, it was necessary to build an immersive experience with the spirit of the UEFA Champions League, recreating that atmosphere in a 100% Carioca territory, with local language, rhythm, and soul.
We mapped out the main hotspots of the city, talked to players, and identified a mythical place for street football: Pau Ferro, known as the “Maracanã of casual games”.
THE CHALLENGE: TO UNITE TWO WORLDS WITH ONE SOUL
The mission was clear: to show that Gatorade is for everyone who takes the game seriously, from professional athletes to casual players. More than just hydrating, it was necessary to build an immersive experience with the spirit of the UEFA Champions League, recreating that atmosphere in a 100% Carioca territory, with local language, rhythm, and soul.
We mapped out the main hotspots of the city, talked to players, and identified a mythical place for street football: Pau Ferro, known as the “Maracanã of casual games”.
THE ROAD TO PAU FERRO
Thus was born the Gatorade Invasion: a journey in three acts, designed to generate experience, content, and awareness.
GOLDEN TICKET
We started with the surprise element: the representatives of the four teams were presented with a special invitation. The moment of召唤 marked the beginning of our journey.
GOLDEN TICKET
We started with the surprise element: the representatives of the four teams were presented with a special invitation. The moment of calling marked the beginning of our journey.
FRIENDLY
In the second stage, the teams faced each other in a friendly match. More than just a test game, it was a moment of connection, study, and provocation, raising the anticipation for the big day.
FRIENDLY
In the second stage, the teams faced each other in a friendly match. More than just a test game, it was a moment of connection, study, and provocation, raising the anticipation for the big day.
THE INVASION
The Pau Ferro Arena has gained the soul of the UEFA Champions League. From the entrance gate to the personalized locker rooms. Here, every detail has been designed to transform the field of informal games into a stage for decision-making. The official ball rolled, the streamers exploded, and the European atmosphere blended with the essence of the Carioca street game. Four Carioca regions were represented, three intense matches, only one champion.
THE INVASION
Pau Ferro Arena gained the soul of the UEFA Champions League. From the entrance door to the personalized locker rooms, every detail was designed to transform the field of casual games into a stage for decisive matches. The official ball rolled, streamers exploded, and the European atmosphere mingled with the essence of Rio's casual games. Four regions of Rio were represented, three intense matches, and only one champion.
BEYOND THE FINAL WHISTLE
03 days of activations and captations, with over 720 Gatorades distributed to ensure the athletes' performance in all phases.
In addition to the celebration, we also provided a permanent structure for the Pau Ferro Arena, reaffirming our commitment to valuing street soccer as a spectacle.
We delivered 3 pairs of goals, 3 benches, 60 sets of tables and chairs, 4 massage therapist bags, 48 personalized vests, 64 complete uniforms, 6 official UEFA Champions League balls, 2 personalized coolers, and 4 bottle holders.
Besides the execution of the tournament, we left a symbolic legacy: the reaffirmation that street soccer is an essential part of Carioca culture and deserves to be treated as a spectacle.
MUCH BEYOND THE FINAL WHISTLE
03 days of activations and collections, with over 720 Gatorades distributed to ensure the athletes' performance at all stages.
In addition to the celebration, we also left a permanent structure for the Pau Ferro Arena, reaffirming our commitment to valuing the pickup game as a spectacle.
We delivered 3 pairs of goals, 3 benches, 60 sets of tables and chairs, 4 massage therapist bags, 48 custom vests, 64 complete uniforms, 6 official UEFA Champions League balls, 2 custom coolers, and 4 bottle holders.
In addition to the execution of the tournament, we left a symbolic legacy: the reaffirmation that the pickup game is an essential part of carioca culture and deserves to be treated as a spectacle.
From strategy to the final whistle, Effect Sport was responsible for creating, producing, and executing this complete journey. A delivery that combined live marketing, content, media, and a lot of sweat.