Avaí marks anniversary with campaign celebrating the club's stature | OneFootball

Created by the 9mm agency, the 103rd-anniversary campaign turns the Lion’s story into a legend about the rise of Santa Catarina’s biggest and most feared one

Avaí Futebol Clube is celebrating its 103rd anniversary with an advertising campaign that transforms the strength of one of its greatest symbols into a legend. Wrapped in an atmosphere of mystery, the campaign tells the story of the rise of a Lion that left the forest to make the football pitch its territory. With a video, internet pieces, and outdoor media, the campaign taps into the imagination surrounding the Lion of the Island and the journey built by the club over more than a century. The proposal is to reinforce Avaí’s greatness and the sense of belonging and pride among its fans. The centerpiece of the campaign, the film produced for the internet and TV, presents the Lion’s legend in a suspenseful atmosphere. The narrative follows the emergence of the mysterious figure and its passage from the forest to the football fields, where it built its history and became Santa Catarina’s most frequent champion. The campaign was created by 9mm, Avaí’s partner agency, and the video was produced by Estúdio 20. Avaí president Bernardo Pessi says the campaign is a way to value the history built by the club, attract new supporters, and show that much is being done to make the Lion stronger and stronger.

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