Context

In the year leading up to the 2014 FIFA World Cup, we were contacted by a partner, Juan Mora, with an invite for the São Paulo Global Shapers Hub to take part in the "This is Not a Ball" project, a documentary by Brazilian artist Vik Muniz. Our role was to create a social strategy for the project that would make the documentary go beyond its narrative, creating a positive impact in the countries chosen for filming.

Proposed Solution

The São Paulo Hub accepted the challenge to create the social DNA of the project and we organized ourselves to think of the best way to educate the country of football

Hub Activities

We acted as advisors to an international media group and to Vik Miniz, a well recognized Brazilian artist and photographer, with the objective of developing the social strategy of the project to best depict how sport and the ball can transform realities. The production of the documentary, which focused on the relationship with the ball, not only on the field but also around the social values, searched for a way to generate an impact and leave a legacy on the countries where the recording took place.

The project aimed to create a large image for Vik with 20,000 balls laid out on the field at Maracanã, the largest Brazilian stadium. The balls were sold and the generated revenue given to Brazilian NGOs that work with football, creating a large national mobilization movement. This project represented a large initiative of big scale and impact on our Hub.

Short & Long-Term Goals/Results

The film was released during the World Cup, in Rio de Janeiro, with Hub representatives in attendance, along with rapper LeMaestro, who wrote a song for the night, and filmmaker Paulo Eduardo, who made a video about this special moment.

The movement was carried out in several countries and, as future steps, the São Paulo hub aims to engage different hubs from around the world in this cause through the elaboration of a global platform to sell balls and fundraising for NGOs from all over the world.

Available Metrics

Collaborators