Cultural translation, at scale

A collaboration between Sport Club Internacional, Estrela Bet, and Agência Duuna — with strategic planning and creative consulting from Nelson Fanaya Filho. The brief: drive engagement with women's football and provoke reflection on the gap in sponsorship and investment compared to the men's game.

A psychological hook: challenge self-described football fanatics to bet on matches that had already taken place. While questions about men's football were answered effortlessly, even the biggest gamblers couldn't recall basic facts about the women's game.

As master sponsor of the Gurias Coloradas, Estrela Bet committed 5% of every bet placed on women's football matches on its platform — funneled directly back into Internacional's women's football department.

In 2017, with UBER as a CAP sponsor, an opportunity emerged to use Brazilian football's biggest stage to confront an alarming reality: more than 50% of Brazilian drivers admit to using their phones while driving. As Marketing Director of CAP, Nelson Fanaya Filho partnered with agency Tech & Soul to design a disruptive action for "Maio Amarelo" — the national road safety awareness month.

Moments before kickoff in a critical match against Atlético-MG, goalkeeper Santos shocked fans, the press, and even his own teammates by openly handling a smartphone on the pitch. Within minutes, social media and sports talk shows across Brazil — and major outlets in dozens of countries — exploded with outrage. How can the man responsible for the team's defense be so irresponsible?

The next day, in a press conference, the mystery was unveiled: the act was a campaign by UBER and Athletico. The message was sharp — if society found it "shameful" and "irresponsible" for a goalkeeper to use a phone for a few seconds on the pitch, why did it accept the same behavior behind the wheel, where the cost isn't a goal but human lives?

The provocation was so effective that the club and the goalkeeper were fined and suspended by sports authorities. Rather than a setback, that became a second wave: a response video compared the punishments — a fine and a suspension — to the 45,000 lives lost yearly on Brazilian roads. The video went viral, reinforcing that football needed to change, but so did the country.

Pequeno Príncipe Hospital, a 105-year-old philanthropic institution, treats children from across Brazil — 60% through the public health system. To sustain its high-complexity care, it needed to expand fundraising. F39 designed a solution that connected the global prestige of Barcelona Legends to the heritage of Pelé and his Brazilian peers.

Pro-bono negotiation: Barça Fundació was sensitized to the cause and waived appearance fees and a share of the proceeds.

Social inclusion: Patients from the hospital's rehabilitation center and children of staff entered the field with the legends, holding a giant banner.

Carbon neutrality: The Pequeno Príncipe Complex calculated and offset the event's emissions.

National reach: Live broadcast across Brazil via Sportv.

The first kick was taken by Flávia, Pelé's daughter, symbolizing the continuation of the King's legacy. Olympic gymnast Júlia Soares performed alongside cheerleaders and the "Febre Amarela" drumline of Faculdade Pequeno Príncipe.

Barça Legends brought Rivaldo, Giovanni, Edmilson, the iconic return of Romário to the blaugrana shirt after 30 years, and the debut of Adriano Correia. The Pelé Pequeno Príncipe Selection, captained by Cafu, included Ricardinho, Amaral, Djalminha, Fernando Prass, Diego Lugano, and D'Alessandro.

The Curitiba dealership's customer base skewed mature — average age above 55, 85–90% male. The brief: oxygenate the brand, attract younger riders and women, and modernize customer relationships without losing Harley-Davidson's premium soul.

NFTs as digital passports. In partnership with the startup Pegaê, NFTs were redeemable via QR code — functioning as keys to exclusive experiences, discounts, and benefits. The technical complexity of Web3 was hidden behind a simple, intuitive layer.

Omnichannel relationship. Segmented communication tracks via RD Station CRM, integrating leads captured in the digital environment (site, social) and at physical points of sale.

Lifestyle expansion. A pop-up concept store at Shopping Pátio Batel brought the brand closer to a more diverse, sophisticated audience — outside the traditional showroom.

"Letts Fire" pilot ride. An epic ride open to motorcyclists of all brands, where 44% of participants captured their first benefits NFT.

2024 line launch. An exclusive in-person event with gamification mechanics and engagement powered by digital assets.

Miles Challenge. A monthly "treasure hunt" loyalty program rewarding active riding and ongoing engagement with the dealership.

Social action. A partnership with Hospital Pequeno Príncipe linked the 2024 line launch to NFT-based donations — reinforcing the brand's social pillar.