Brazil's best agencies have a talent for creating work that taps into--and becomes part of --the country's rich popular culture. F/Nazca Saatchi & Saatchi and its Nike client took it a step further by transforming the 30 million fans of Sao Paulo soccer club Corinthians into an independent nation.
Nike founded the Corinthians Nation (in Portuguese, "Republica Popular do Corinthians"), complete with a Magna Carta-like document published as a newspaper ad, and birth certificates, identity documents and even a Corinthians currency for fans. Their Corinthians passports were stamped at the stadium. During matches, fans waved an enormous Corinthians Nation flag. A "presidential kit" was sent to Brazil's then-president, Luiz Inacio "Lula" da Silva, and he appeared on TV proudly wearing his Corinthians presidential sash. The online action revolved around the Nike Futebol site, and 1.2 million fans signed up for email updates.