Eu Sou Flamengo
Clipper's Brazilian debut as a Flamengo sponsor written as a new funk for the Nação — recorded with MCs from the club's own centennial anthem, twenty-one years later.
Context
Clipper, the European leader in refillable lighters, was entering Brazil as an official Flamengo sponsor. Buying media alone was not going to earn the shirt — cultural legitimacy with the largest supporter base in the country had to be built fast, and without looking opportunistic.
Twenty-one years earlier, MC Junior and MC Leonardo had recorded the 'Rap do Centenário' for the club's hundredth anniversary — a track the terraces had absorbed as their own. That sonic territory already belonged to Flamengo; the move was to return to it, not to invent something new.
We brought back part of the original centennial line-up and layered in a new generation — Marcinho, Daniel Shadow, Maomé, Shock, DJ Marlboro, with a live percussion section and music direction by Fábio Tabach. 'Eu Sou Flamengo' came out of that room, filmed as a videoclip across Rio and released through the joint social ecosystems of Clipper and Flamengo — over 15 million combined followers at the time.
The sponsorship platform — 'InFLAmar a Nação' — tied the debut, the shirt exposure and the licensed product line under one narrative thread.
Challenge
Turn a media investment into cultural legitimacy: earn the right to be on the shirt with a supporter base that does not forgive brands trying too hard, and do it in the first weeks of the partnership.
Role
I led content strategy for the launch at Content House. I read the terrace's affective repertoire to argue for funk over jingle, curated the cast so the historic and the new generation shared a track, and wrote the release plan across both networks so the piece landed as culture, not as an ad.
Approach
Choose the right sonic territory
Read the supporter base's affective repertoire first — the terrace already had a song, and it was funk. The brief bent to that, not the other way around.
Cast the memory back in
Return to the voices that had shaped the centennial anthem and cross them with the new generation of Rio funk — legitimacy plus contemporaneity, in the same room.
Write the sponsorship as one line
'InFLAmar a Nação' tied the videoclip, the shirt exposure and the licensed product range under a single narrative — the sponsorship reads as one gesture, not as three activations.
Release through the network, not around it
The distribution plan ran through Clipper and Flamengo's own channels together, so the audio landed as terrace content, not as brand insertion.
Execution
- 01Sponsorship platform 'InFLAmar a Nação' and launch strategy
- 02Script and creative direction for the 'Eu Sou Flamengo' videoclip
- 03Cast curation and joint music direction with Fábio Tabach
- 04Integrated release plan across Clipper and Flamengo channels
Outcome
Clipper entered Brazil through culture, not through a logotype. 'Eu Sou Flamengo' was shared by the supporters themselves and anchored the sponsorship communication across the season, tying the brand to the emotional memory of the centennial.
Credits
- ClientClipper · Flamagas
- AgencyContent House
- PartnerClube de Regatas do Flamengo
- StrategyBruno Rothstein
- CreativeAdrianne Elias
- Music directionFábio Tabach
- CastMC Junior, MC Leonardo, Marcinho, Daniel Shadow, Maomé, Shock, DJ Marlboro
