Corinthians is one of the biggest clubs in the world, two-time world champion and current Brazilian champion. But, despite being the winning team in most games, Corinthians do not have the same money as the richest teams in the world. They have something worth more than gold though, they have 30 million fans.

The Corinthians called their fans to participate to an unprecedented event during the games, titled "30 Million Sponsors". The fans would sing jingles to help the club. The louder the jingle, the more money was raised and the more the club earns. "30 million Sponsors" transformed the chanting of the fans into a new medium, helping the club to make more money through the sponsors. "30 Million Sponsors" was created by the Brazilian advertising agency DM9DDB for Corinthians and had support from major advertisers.

It's a clever twist on the fans, using their chants as an advertising media. Meanwhile in hockey Club Davis created Rink Bingo. It's sad that sports teams that have so many fans aren't getting enough sponsorships to support the team, but it's certainly bring out the creativity at agencies to solve this problem.

Agency: DM9DDB Client: Corinthians Title: 30 Million Sponsors Chief Creative Officer: Aricio Fortes Executive Creative Director: Paulo Coelho Creative Directors: Adriano Alarcon, Carlos Schleder Art Diretor: Rafael Segri Copywriter: Filipe Medici, Samir Mesquita Production Company: Academia de Filmes Director: João Wainer Editor: German Espiaut Photos by: Daniel Kfouri Sound: A9 Audio
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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