Case

1. 100 Years of Emotions. The Best of Parana’s Soccer Championship 2014.

2. Every year, Gazeta do Povo promotes this event to award the best players and coach of the State’s Soccer Championship.

3. But, in 2014, there should be a totally different approach: this time it would commemorate 100 editions of this regional tournament.

4. What’s the impact for the 2014 party?

5. Every editions follows a very promo look and feel. This special celebration would require a special treatment: history, memories, traditions...

6. Barriers to overcome.

7. HOWTHE
TOURNAMENT
ISPERCEIVED
NOWADAYS BIG CLUBS
Playing with subs only.
SUPPORTERS
Unrefined.
SMALL CLUBS
Too soft for the big ones.
PLAYERS
Passport to join bigger clubs.

8. BUTITWAS
LIKETHIS
ONCE.
CONQUEST
PASSION
HEROISM
IDOLATRY

9. AND WE
WANT THEM
TO FEEL LIKE
THIS AGAIN:
#Elite of regional soccer
#True champions
#Idols
#VIPs

10. #Trophy
#Richness
#Longevity (gold doesn’t lose value and never becomes oxidized).
#Class and nobility.
#Classic (historical pictures).
#Black is the colour of the newspaper traditional printing.
GOLDEN
BLACK

11. INSPIRATION
FOR THE LOGO:
STATE OF
PARANA’S
FLAG

13. #E-blasts
• Save the date
• E-vite
• E-vite for jury

14. # VIP kit
• Box
• Printed invite simulating training jersey
• Custom Polo Shirt

16. THE TIME
TUNNEL
Just after the main entrance, the invitees passed through a
timeline hall - a photo installation with:
#10 banners presenting 100 interesting facts of the local
soccer as a newspaper frontpage.
#Hundreds of historical pictures in Amsler Keychain Viewers
(vintage mini plastic scopes) hanged by nylon wires. When
leaving the party, the guests would receive them as gifts.

21. TATOOED
TABLES
We’ve applied stickers to all tables to pay
tribute to the clubs and their stadiums, making
puns with the name of the newspaper Gazeta
do Povo (People’s Gazette) and the nicknames
the supporters refer to their teams.

25. TROPHY
CONCEPT: YOU’RE THE STAR.
Star-shaped acrylic with
a mirror in the center,
where the players can see
themselves as the stars of
a night to be remembered.

28. SCENOGRAPHY
A TRUE PASSION.
Images of supporters
from all corners of
the state displayed on
the mezzanine and
projected on screens.
Banners promoting the
best players nominated
by the local press.

30. SOCIAL MEDIA
Instagram-inspired frames
were produced to create
engagement, and the pictures
were posted on Gazeta do
Povo’s social channels.
Also, a backdrop displayed
the logo of the event, the
newspaper and the main
sponsor of the tournament.

32. TIME
CAPSULE.
100 years have passed. 100 years will
pass. We’ve created a time capsule
that was sealed during the event and
will be open a century from now, in
the 200 years event.
Inside of it, an explanation letter,
a sports magazine curated by the
newspaper, and the Polo shirt
designed for the event.

33. RESPONSIBILITY
In soccer, a player that was
cautioned receives a yellow card.
A second yellow card means
he’s off the match.
After drinking alcohol, people
would definetely go to the
venue’s washroom. We’ve
installed this reminder on the
mirrors to raise awareness for
them to call a cab instead of
driving after drinking.