Nike launches new jerseys every year for all teams it sponsors in Brazil. Following the 2014 FIFA World Cup hosted in the country, the brand wanted to adopt different illustrated themes celebrating each team, as well as each city where they are based on.
Nike debuted a film supporting the São Paulo based club Corinthians, promoting the team's new jerseys, which were inspired by a design from the 70s, a very important era in the club history. The new jerseys with its characteristic colours, black and white, contain narrow vertical stripes and where the starting point for the campaign core idea.
With the concept “Over here is black and white”, the commercial shows the difference between the spirit of Corinthians – who knows no compromise – and everyone else. “Because here, you’re either black and white or you’re not.” The campaign was also expanded through social media and Nike Football brand channels with a strong positive response from fans.