Amazon Brazil announces its biggest brand campaign yet, reinforcing its long-term commitment to the country. The company becomes an Official Sponsor of the Brazilian National Football Teams (men's, women's and youth) and launches an integrated plan that includes a campaign, activations at games, hundreds of content creators and themed delivery boxes, bringing the football atmosphere to customers' doorsteps.
The move reflects Amazon's strategy of connecting more and more with Brazilians. With rapidly expanding operations throughout the country, the company has chosen football — Brazil's greatest sporting passion — to position itself alongside millions of fans who live and breathe the national team. The connection happens at all times: whether it's preparing the house to receive friends, finding products that show support for the team, or cheering with all the emotion.
“This is an important step in our history in Brazil. Football is the language that connects all Brazilians, and becoming sponsors of the Brazilian National Team in a year like this reinforces our commitment to being a part of our customers' lives. The campaign perfectly reflects this: a genuine, comprehensive connection that is present in every moment of the fan's journey,” explains Lillian Dakessian, Amazon's Brand and Communications Director.
The integrated campaign: "Bring the support, Amazon will take care of the rest":
At the heart of the communication lies a truth that every Brazilian recognizes: every four years, even those who aren't particularly interested in football become the most passionate fans in the living room. Created by AlmapBBDO, the campaign celebrates these fans and positions Amazon as the brand that enables this transformation, inviting them to bring their support to the national team, and Amazon will provide everything else they need – product selection, convenience, and low prices. The commercials, in 15", 30", and 45" versions, depict situations such as a man who trades his small TV for a 65-inch one and a neighbor who used to complain about the noise and now celebrates goals from her window.
“We started with a character that everyone recognizes: those people who don't care much about football, but who, in moments like this, become the most engaged fans in the room. With that, our idea was to show how this 'transformation' happens and how they become more involved day by day,” explain Daniel Trimer and Guto Merino, creatives at AlmapBBDO.
The campaign's key visuals feature illustrations inspired by street art, showcasing six diverse Brazilian characters representing our consumers cheering for Brazil — including the iconic caramel-colored mutt.
The plan unfolds across all channels. Over 400 content creators, such as Lucas Rangel, Brino, Matheus Costa, and Fausto/Menzinho, will be activated throughout the period on Instagram, TikTok, and YouTube, in addition to original content on PodPah, bringing the World Cup conversation to the digital world in real time. On the streets, the brand will occupy digital outdoor media spaces throughout the country. And in customers' homes, two exclusive print runs of delivery boxes will circulate throughout Brazil — one with the official CBF seal, the other illustrated with our fans. Even the adhesive tape carries the Sponsor seal.
