Turning the world’s loudest branding space into a quiet warning sign.
Botafogo F.R. and Melanoma Brasil launched, The Unnoticed Sponsorship campaign to raise awareness about melanoma by placing a tiny, 4mm black dot—mimicking the size of a melanoma—on players’ jerseys during official matches. Invisible to most at first, this subtle placement symbolized how melanoma often goes unnoticed.
The campaign flipped traditional loud sponsorships on their head, triggering national media buzz and massive online engagement after the hidden message was revealed. It ended up being one of the most shared cancer campaigns in Brazillian history.
AWARDED
2 x Grand Prix Drums – Social Purpose and PR for Good
5 x Gold Drums – Media, PR, Social Purpose, Sponsorship
Shortlist Cannes Lions – Entertainment for Sport
Shortlist Cannes Lions – PR
Silver LIA – Creativity in PR, Best Use of Sponsorship
Bronze LIA - Health & Wellness Education
Bronze LIA - Health & Wellness Craft
+ more, see below
Cannes Lions
Shortlist - PR
Shortlist - Health & Wellness
Shortlist - Entertainment Lions for Sport
London International Awards
Silver - Creativity in PR, Best Use of Sponsorship
Bronze - Health & Wellness Education and Services Campaign
Brazilian Creative Club
In Book - Media
The One Show
Merit - Design for Good
Merit - Health / OOH
Merit - OOH / Innovation
Clio Health
Bronze - Creative Use of Media
Bronze - Creative Effectiveness
D&AD
Shortlist - Health & Wellbeing / PR
Shortlist - PR / Single Market
The Drum Awards
#1 Most Awarded Campaign of the Awards
Grand Prix - Social Purpose
Grand Prix For Good - PR
Gold - Advertising / Guerrilla Marketing/Stunts
Gold - Experiential / Creative Use of Budget
Gold - Media / Sponsorship
Gold - Social Purpose / Wellness and Health
Gold - PR / Activation
ADC Annual Awards
Merit - Design for Good / Health / Wellness
Merit - Advertising / Out of Home
Ad Age Healthcare Impact Awards
Gold - Healthcare Impact
Silver - Healthcare Impact
Lisbon Awards
Gold - Media