A first-ever stunt by MRV (real estate developer and builder) got commentators and football fans talking since Sunday (20) afternoon. MRV, a sponsor for some of Brazil's leading football teams, picked last Sunday's match between São Paulo Futebol Clube and Avaí as the stage for something new to the pitch – the traditional ball boys (and girls) were replaced by wheelchair athletes and prosthesis users. A total of 10 people with disabilities were the inclusion stars of the match, proving that the only barrier between them and regular athletes is prejudice.
The stunt “Acessibility Game Changer”, created by ad agency DAVID São Paulo, took place at the Morumbi Football Stadium with the support of São Paulo FC, a team sponsored by MRV. At Sunday's match, 7 wheelchair athletes and 3 prosthesis users worked side by side to retrieve and supply balls.
Paralympic athletes from Rugby, track-and-field, and basketball leagues joined the initiative. “Inclusion and accessibility are all-important. Mobility is a universal right and we believe that together we can make more public spaces accessible”, says Rodrigo Resende, marketing and new businesses officer at MRV. “We are immensely proud to bring this initiative to a stage with such visibility like a football match, contributing to wider public debate on inclusion and accessibility”, says Rafael Donato, Creative VP at DAVID.
The initiative has pleased people high and low. Daniel Alves, former Barcelona star and currently a right-back player for SPFC, commented on the campaign on his Instagram page: “My mission in life is simply to connect people, making them feel special and as human as possible”.
Experiential advertisement created by David, Brazil for MRV, within the category: House, Garden.
Campaign: Acessibility Game Changer
Managing Director: Sylvia Panico
Creative VP: Rafael Donato
Creative Director: Edgard Gianesi
Creative team: Paulo Damasceno, Bernardo Tavares e Marcos Lee
Producers: Fabiano Beraldo, Patrícia Barbosa, Fernanda Peixoto, Gustavo Viola
Editor: Leonardo Nichida
Account: Carolina Vieira, Rodrigo Kozma e Pedro Valle
Planning: Daniela Bombonato, Carolina Silva
Head of Innovation: Toni Ferreira
BI: Mailson Dutra e Guilherme Campos
Social media: Lucas Patricio
Media: Marcia Mendonça e Renata Caovilla
Production Company: Café Royal
Director: Irmãos Meirelles