Description
Coming out of Cannes Lions with both Gold and Silver wins in the Entertainment Lions for Sport category, the Kyikatejê campaign brings long-overdue visibility to Gavião Kyikatejê—the first professional football team in Brazil composed entirely of Indigenous players. After Brazil’s top football coach used “a team of Indians” as a slur, this campaign flipped the narrative.
The result from AREA 23, an IPG Health Company, is a stunning short documentary film on 16mm film with hand-painted animations inspired by Kyikatejê culture. The footage was captured in the middle of the Amazon and includes local indigenous people from the tribe -- no actors were used.
It not only elevates Indigenous storytelling through art and sport but also invited major brands to step up and sponsor the team. Ultimately, the film and resulting local press helped the team secure R$500,000/year in sponsorships after starting with nothing—an amount that is enough to support the team’s next seven seasons!
This professional campaign titled 'Kyikatejê ' was published in Brazil in June, 2025. It was created for the brand: Gavião Kyikatêjê FC, by ad agencies: Area 23 and AREA 23, an IPG Health Company. This Film and Integrated media campaign is related to the Sports industry and contains 1 media asset. It was submitted 5 months ago.
Credits
Agency: AREA 23, an IPG Health Company
Chief Creative Officer: Tim Hawkey
Group Creative Director: Viton Araujo
Creative Director – Art: Diego Torgo
Creative Director – Art: Victor Toyofuku
Creative Director – Copy: Larry Kirschner
Copywriter: Henrique Louzada
Copywriter: Yohannã Ioshua
Creative Director: Lucas Pimenta
Content: Ludmilla Florencio
Indigenous Leadership: Zeca Gavião, Gavião Kyikatêjê
Production Company: Balma Films
Indigenous Consulting: Karina Puri
Executive Producer: Thiago Balma
Executive Producer: Niry Usha
Film Director: Luiz Whately
2nd Unit Camera: Madson Kokinire
Production Company: Dirty Work
Executive Producer: Ito Andery
Animation Director: Gustavo Leal
Animation Director: Faga Melo
Illustration: Felms
Production Director: Jéssica Sales
Photographer: Edu Pimenta
Studio: Moreira Studio
Still Photography Retouch: Ricardo Moreira
Music Company: Bumblebeat
Music Direction: Henrique Tanji
Music Direction: Lucas Sfair
Studio: Flavor
Executive Director: Mauricio Daniachi
Coordination: Carol Pajuaba
Craft Director: Vandré Fernandes
Designer: Felipe Andre
Motion Graphics: Tiago Bahia
