The agency that best understands Brazil arrived at the main Confederations Cup host cities to activate one of the event top official sponsor, Itaú. “For us, this work started around eight years ago because we’ve been studying such events during the last two World Cups and the Olympics, learning how the brands communicate in such occasions,” explains Iron Neto, partner director of Operations at TUDO. TUDO has developed an action that focused on the supporters, under the concept “Itaú makes fans out of supporters”. The transformation stand consisted of a real dressing room, where Brazilian Team supporters could dress up with make-up and accessories which would turn them into official fans. Also for Itaú, TUDO created a human table soccer, which was installed in the Public View at Vale do Anhangabaú, in São Paulo, a concentration area where the population watches the national team matches in mega video screens. The idea was to amuse the audience that was there to support Brazil.

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