Before and After

June 2011

Nike is to pay tribute to the soccer player Ronaldo on his farewell a friendly between Brazil’s national squad and Romania. Created by F/Nazca Saatchi & Saatchi, the clip Before and After depicts how the player split the world of football into two eras: before Ronaldo and after Ronaldo. In the 60”clip, we see the differentials of the Phenomenon, including his rapid-style play and technique, which influenced thousands of new players and fans alike, and gave Brazilian football unprecedented visibility. The airing accompanies the hashtag #prasemprefenomeno (phonemenaforever), created early this year when Ronaldo announced his retirement. The hashtag was a hit at the time, reaching first place in the Trend Topics Brasil within just hours, and topping the world Trend Topics minutes later, following the player’s official announcement.

Advertising Agency: F/Nazca Saatchi & Saatchi, Argentina
Creative Directors: Fabio Fernandes, Eduardo Lima, Theo Rocha
Creatives: Eduardo Lima, João Linneu, Theo Rocha
Head of Art: João Linneu
Agency producers: Adriano Costa, Marcio Leitão
Account: Marcello Penna, Saulo Sanchez, Camila Hamaoui
Media: Lica Bueno, Sandro Cachiello, Bruno Storace
Planners: José Porto, Utymo Oliveira
Producer company: Ioiô Filmes
Director: Jones e Tino
Cinematographer: Andre Faccioli
Post Production: Tribbo
Post Animation: Fernando Lanças
Illustrator: André Maciel
Editors: Ricardo Jones, Marcio Leitão
Visual Effects Editor: Marcio Leitão
Account producer company: Lu Novelli
Sound: Satélite
Composer: Music by Barbatuques "Baianá"
Edit: Satélite team
Advertiser's Supervisor: Tiago Pinto, Guilherme Glezer

Comments (6)

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Highest Rated

henito's picture
Activity Score 560

then pls let us in. what does it mean? i don't get it yet...

Jaap Grolleman's picture
Jaap Grolleman
Activity Score 6992

Yeah I saw this some days ago on some footie blog - loved it. At first I didn't get what A.R. and B.R. meant but after some time I got it and watched the whole thing again in new light. Love it.

henito's picture
Activity Score 560

then pls let us in. what does it mean? i don't get it yet...

Reality Check's picture
Reality Check
Activity Score 2539

May not be an absolute triumph, but it's significantly better than just a good effort.

Temple's picture
Activity Score 11337

Very nice tribute.

RG's picture
Activity Score 184

Clap your hands say yeah!


kleenex's picture
Activity Score 45846

nice ad.