Description
At a moment of reflection for Brazilian football, Elo, the 100% Brazilian payment technology company, is rolling out a moving campaign focused on the last letter from Pelé, published on his social media four years ago. The film is part of the brand’s strategy of embracing the Brazilian fan base. It brings a welcome message about our shared faith, hope, and resilience, while reminding us of the importance of supporting the national team and the value of unity far beyond the bleachers.
The film, created by AlmapBBDO, highlights powerful scenes from Pelé’s career as it presents his last letter, read in his voice with the support of artificial intelligence. In it, he reflects on dreams, life’s generosity in offering second chances, and the passion that unites the country around sports. The campaign premiered on national TV, as well as on digital and OOH media; it will also be publicized on the social media of former national team stars Cafu, Ronaldinho Gaúcho, and Zico.
“Whether we’re celebrating a championship or grappling with an elimination, our support for the team is something all Brazilians share,” says Mel Pedroso, CMO at Elo. “As a brand, we embrace everything that’s extraordinary about our country. The ‘King’ built a legacy that transcends borders, sports, and even time. By paying tribute to the Brazilian fan base with Pelé’s very words, reinforcing a message of unity beyond football, we’re paying tribute to Brazil.”
The initiative is part of Elo’s stance as “the card of Brazilians,” supporting projects and people who represent the nation’s soul and reflect the creativity, resilience, and excellence of its culture. Now, the brand is taking the next step as “the card of Brazilian fans,” a campaign kicked off in January of this year, which has already included films featuring actor Wagner Moura and poet Michel Melamed.
Pele’s letter was published in full on Elo’s website:
https://www.elo.com.br/campanhas/ultimacarta/
This professional campaign titled 'The King's Last Letter' was published in Brazil in July, 2026. It was created for the brand: Elo Card, by ad agency: AlmapBBDO. This Film and Integrated media campaign is related to the Finance and Sports industries and contains 1 media asset. It was submitted 26 minutes ago.
Credits
CREDITS – The King's Last Letter
AGENCY: AlmapBBDO
CLIENT: Elo Card
TITLE: The King's Last Letter
PRODUCT: Corporate
Agency
President & CEO: Filipe Bartholomeu
Chief Creative Officer (CCO): Pernil
Creative Vice Presidents: Fernando Duarte and Henrique Del Lama
Executive Creative Director: Philippe Degen
Creative Directors: Dudu Barcelos, Eduardo Vares, Francis Alan, Gustavo Tasselli and Iron Brito
Creative Team: Bernardo Silveira, Felipe Paganoti, Igor Pontes and Marcelo Carvalho
Chief Operating Officer (COO): Rafaela Alves
Vice President of Client Services & Business: Renata Carvalho
Account Management: Warley Vieira, Mayara Cortez, Debora Castro and Luana Moraes
Chief Strategy Officer (CSO): João Gabriel Fernandes
Strategy: David Gross, Julia Souza, Isabela Craveiro, Eduarda Ramos and Ana Cecília Rodrigues
Social Insights: Gustavo Arakawa and Rafaella Carolina
Data: Bruno Miracco, Gabriel Ishida and Marcio Henrique Alves de Jesus
Almap Content: Marcela Ramos, Deise Esteves da Silva and Giovanna Dourado
Media: Patrícia Gogliara, Leonardo Assennato, Gabriela Silva, Nádia Pascoal, Gabriel Fomm and Ludimilla Bandeira
Performance Media: Danielle Farhat, Gabriela Gutierres, Gustavo Yassunaga, Thaís Rosa San'Ana, Sharlene Mastrocollo, Matheus Kolarik, Bruno Lima, Wagner da Silva Maia, Fernanda Borges, Camila Bicaletto and Henrique Dias
Print Production: Jose Roberto Bezerra, Rose Cleide Soares Ribeiro and Carlos Henrique Azevedo Lugares
Film Production: Diego Villas Boas, Vera Jacinto and Patricia Oliva
Client
Elo Branding: Patricia Azzi, Carolina Veras, Débora Ribeiro, João Palma, Michelli Rodrigues, Luís Volpato and Tcharlysson Macedo
Elo PR: Matheus Gonzalez and Flavio Cano
Elo Media: Patricia Azzi and Érica Klieger
Client Approval: Mel Pedroso
Production Company
Production Company: Anonymous Content BR
Managing Director: Renata Dumont
Senior Executive Producer: Camila Martinez
Head of Production: Lu Martins
Director's Producer: Flavio Lanfredi
Senior Producer: Fernando Chiari
Executive Assistant: Juliana Costa
Production Coordinators: Carol Latorre and Dulce Fernandes
Director: Quemuel Cornelius
Director of Photography (DOP): Mau Padilha
1st Assistant Director: Lu Camargo
2nd Assistant Director: Eloisa Mendes
Creative Assistant: Gabriel Forgerini
Production Director: Gui Valiengo
Production Assistants: Victor Ramos and Julia Gurgel
Production Designer: Carol Ozzi
Props: Sergio Heineck and Bruna Ramos
Casting: Alice Wolfenson and Neto Avena
Costume Design: André Braune
Location Management: Tatiana Setton
Makeup: Vick Garaventa
MoVI / Drone Technician: Vini Corso
Special Effects: Christian
Belo Horizonte Unit
Production Coordinator: Buba
Production Director: Samuel Cordeiro
Casting Producer: Lu Fernandes
Director of Photography (DOP): Alexandre Baxter
Costume Producer: Caroleta
Post-Production
Post-Production Coordinator: Virgini Fares
Post-Production Assistant: Thais Alves
Assistant Editor: Leonardo Garcia
Post-Production Account Manager: Márcio Lovato
Post-Production: Diego Morone
Online Finishing: Marcio Lovato
Color Grading: Bleach
Motion Graphics: Leo Garcia
Editing: Lucas Moesch
Audio Production
Audio Production Company: Satélite Áudio
Music Direction: Roberto Coelho and Hurso Ambrifi
Executive Production: Fernanda Costa
Client Services: Fernanda Costa, Renata Schincariol, Daniel Chasin and Karen Nakamura
Music Production: Roberto Coelho, Hurso Ambrifi, Daniel Iasbeck, Luna França, Koitty and Alexandre Avicena
Final Mix & Mastering: Vithor Moraes, Arthur Dossa, Andre Giannini, Esteban Romero and Celso Moretti
Production Coordination: Camila Guedes and Letícia Oliveira
