MMGB: Omo uses hydrochromic ink as it sponsors Brazilian club

With the IPL in full swing, we've seen our fair share of branding on team jerseys.

 

Start your work week with this innovative sponsorship by Unilever's Omo (Surf Excel equivalent in Brazil). 

 

Brazilian football club Corinthians entered the field with a jersey which had no team sponsor. As soon as the players’ sweat began to get in contact with the fabric, the name of the laundry powder, Omo Sports, was revealed, confirming its sponsorship to the club.

 

Giovanna Gomes, MD, Omo, said "The brand is constantly innovating and bringing remarkable moments to its consumers. And just as Omo is one of the most remembered and used brands of the Brazilians, football is one of the favorite sports. Nothing better than showing that every drop of sweat marks, than being associated with a sport that connects and excites people."

 

The idea implemented by F.biz innovates the use of hydrochromic ink. The brand name - Omo Sports - was written on the Corinthians jersey with a special chemical composition that only appeared when in contact with water. The process used Chroma’s Microcapsule Technology.

 

The communication was supported by a media plan created by Mullen Lowe Brasil.

 

 

 

CREDITS:

 

Client: Unilever

Product: OMO SPORTS

CCO: Guilherme Jahara

Executive creative director: Rodrigo Senra

Creative team : Armando Araújo, André Batista e Sérgio Klemtz

Content: Laila Bergamasco, Rafael Cappi e Jéssica Grecco

Graphic producer: Jorge Gaglioni

CBO: Juliana Nascimento

Account: Débora Malandrin, Anelise Reis, Fernanda Di Renzo. 

CSO: Renata d'Ávila

Planning: Maria Fernanda Haddad, Uli Oliveira, Caio Moraes.