Jordan X Brasil:
Joga Sinistro London
Jordan X Brasil. Forget Joga Bonito (play beautifully). Enter Joga Sinistro - Portuguese slang for playing with menace, intense skill, fearless confidence and swagger. ‘Estádio Sinistro’ was the launch event in London for the Brazilian community. Welcome to the dark side of futebol.
An underground celebration of Brazilian culture and community in London. From ballers to braiders; Grau riders to graff artists; Baile Funk DJs to scarf customisers to cocktail mixologists - this was a party and a collaboration with the Brazilian diaspora. This wasn’t a brand event - it was culture.
Centrepiece was a new 1v1 football tournament hosted by Top Baller based on the idea of Batalha (battles). Best of London Vs Best of Brasil. Playful confrontation took centre stage. There was nowhere to hide on a pitch hemmed in by spectators. Score points by humiliating your opponent with skill. No goals were scored, but many egos were bruised.
Chelsea and Brasil wonderkid Estêvão was on duty to hand over the Joga Sinistro ‘brick’ trophy to the victors - Brasil; London was left to lick its wounds.
Queued round the block, invite only, 300 people got in; many with large and credible social clout. Coverage went far and wide, landing perfectly in Brasilian communities - many of which we collaborated with along the way - and the extended football family.
My role - CD.
Agency - Copa90.
An epic production (in under 6 weeks) - shout outs to the whole Copa 90 gang (Ed Groves, Kieran Kenlock, Dan Levey, Jez Peters, Wai; Ben, Alex & Myles; Kiran, Dan and team; Arch & Kolade; our capture team - Courtney to Charlie to Josh to Ben; our Brasilian on the inside Charles… there’s more but, jeez, too many to mention)…
…and the Jordan clients in London and EMEA (Cassie, David, LeLe, Will, Megan, Jonathan, Charlotte and Nils).
Thank you all, was a fun one.