SNICKERS | Wrong Sponsorship
By sponsoring a team literally called Brasil, SNICKERS found a way to enter the conversation without pretending to be where it couldn’t be. The move turned a rights limitation into a culturally native joke and a football hack that felt unmistakably SNICKERS.
Client:
SNICKERS
Role:
Art Direction / Concept
Year:
2026
inside the work __
Context
During the World Cup, every brand wanted a piece of Brazilian football. SNICKERS couldn’t sponsor the Brazilian National Team, so we looked for a more unexpected way in. The opportunity was right there in the name: Brasil de Pelotas.
Creative move
We turned the limitation into the idea. Craque Neto announced that SNICKERS was sponsoring “the team of Brazil”, then came back the next day, after eating a SNICKERS, to correct the mistake and reveal the real sponsorship: Brasil de Pelotas. A wrong announcement became our way to bring “You’re not you when you’re hungry” into football culture.
Impact
The campaign gave SNICKERS a distinctive entry into football during the biggest moment of the sport, using humor, a culturally native expression and Neto’s unpredictable personality to make the brand feel part of the conversation. It also launched a longer-term sponsorship platform with Brasil de Pelotas beyond the World Cup.
