iFood | World Cup
A World Cup social identity built to place iFood inside Brazil’s fast-moving football conversation.
During the World Cup, Brazil stops to watch, react, joke and talk about football in real time. As a sponsor of the Brazilian National Team, iFood had the opportunity to be part of that conversation beyond traditional sponsorship.
Client:
iFood
Role:
Art Direction | Creative Development | AI-Driven Visual Direction | Real-Time Creative
Year:
2026
“Official Sponsor of Brazil’s National Football Teams,” introducing iFood’s partnership with both the men’s and women’s squads.
Real-time posts turned tournament moments into Brazilian internet humor, from Canarinho's dancing Six Seven to Bangladesh becoming “Copacabana” for a day.
inside the work __
Context
Brazil entered the World Cup with unusually low expectations. As an official sponsor of the Brazilian National Team, iFood had visibility. The challenge was turning that presence into cultural relevance throughout the tournament.
Creative move
We built a real-time creative operation around live moments, platform behavior, fandoms and cultural opportunities. A multidisciplinary war room turned what was happening on and off the pitch into social-first ideas, activations and content created in minutes.
Impact
The brand became the most mentioned during the tournament, generated 15x more conversation than in 2022 and stayed relevant even after Brazil’s elimination, with over 12.000 mentions in that week alone. The work turned sponsorship into sustained attention, conversation and brand impact.
A real-time post plays with the footballer Erling Haaland mirror meme and Brazilian pop star Luísa Sonza.
Earned media headline: “iFood leads online buzz during the week of Brazil’s elimination.”
“The most talked-about brand of the tournament."
A fan asks, “Are you a man or a woman, iFood?” The brand replies, “I’m sensational.”