The campaign
Eu Sou Flamengo
Content action to debut Clipper’s sponsorship of Flamengo: a new funk anthem for the Nation, featuring the same MCs who defined the 'Rap do Centenário' 21 years prior.
Client
Clipper
Role
Branded content strategy
A new sponsorship needs to enter through the right door. Instead of announcing Clipper to Flamengo fans, we chose to deliver something the fans could sing.
Challenge
Clipper, the European leader in refillable lighters, was debuting in Brazil as a Flamengo sponsor. Buying media wasn't enough—it was necessary to build cultural legitimacy quickly with the country's largest fanbase without sounding opportunistic.
Approach
- 01
Analysis of the fans' emotional repertoire to choose the right sonic territory—funk, not a jingle.
- 02
Cast curation: bringing back historical voices from the 'Rap do Centenário' and crossing them with a new generation of Rio funk.
- 03
Scriptwriting for the music video and the sponsorship debut narrative under the concept 'InFLAmar a Nação'.
- 04
Integrated distribution plan between Clipper and Flamengo social channels to maximize organic reach.
Videos
Clipper · Eu Sou Flamengo
Deliverables
- 'InFLAmar a Nação' concept and sponsorship debut strategy
- Script and creative direction for the 'Eu Sou Flamengo' music video
- Curation of the MC cast and musical direction in partnership with Fábio Tabach
- Integrated content plan for Clipper and Flamengo social channels
Context
Twenty-one years earlier, the 'Rap do Centenário'—recorded by MC Júnior and MC Leonardo for the club's 100th anniversary—had become the fans' informal anthem. This sonic territory already belonged to Flamengo; the move was to return to it instead of inventing a new one.
We called up part of the original centenary team—MC Junior and MC Leonardo—and added: Marcinho, Daniel Shadow, Maomé, Shock, and DJ Marlboro, with a live percussion section. Musical direction by Fábio Tabach.
From this meeting 'Eu Sou Flamengo' was born, a new chant for the fans, packed into a music video filmed in Rio and distributed through an integrated content plan on Clipper and Flamengo social channels—a combined audience of over 15 million fans at the time.
The partnership concept—'InFLAmar a Nação' (Ignite the Nation)—tied together the sponsorship launch, jersey exposure, and licensed product line under the same narrative thread.
Outcome
Clipper entered Brazil through culture, not just a logo: 'Eu Sou Flamengo' became content shared by the fans themselves and anchored the sponsorship communication throughout the season, connecting the brand to the emotional memory of the centenary.
Credits
- Client
- Clipper (Flamagas)
- Agency
- Content House
- Partner
- Clube de Regatas do Flamengo
- Strategy
- Bruno Rothstein
- Creative
- Adrianne Elias
- Musical direction
- Fábio Tabach
- Cast
- MC Junior, MC Leonardo, Marcinho, Daniel Shadow, Maomé, Shock e DJ Marlboro
