Flamengo · Nação membership program2025

NaçãoattheUN

Client: Flamengo · Nação membership program
Agency: Quintal
Year: 2025
Area: Campaign, Content & CRM
Formats: 360° campaign, Live event, Social, Press

A formal request to the UN: recognize the Red-and-Black Nation as the planet's first symbolic-cultural nation. 500K signatures in 72 hours.

Zico speaks at a podium on the Maracanã pitch, with the Nação at the UN campaign flag behind him

Results

500K+signatures in 72 hours315K in the first days alone

21M+views across 7 reels1.2M likes

50+press outletsBrazil and abroad

Context

In the year Flamengo turned 130, the challenge was to turn its fanbase, the biggest sociocultural phenomenon in Brazilian football, into a worldwide headline.

Idea

Formally ask the United Nations to recognize the Red-and-Black Nation as the planet’s first symbolic-cultural nation.

Call to action

Show your strength.

Social post speculating about Flamengo's official announcement on Flamengo TV, set for September 9 at 11 a.m., with 138.9K views — Before the launch: social media was already guessing the announcement

Execution

A 360° campaign built as a public-opinion movement: its own visual identity, a site and official petition, a launch speech written for Zico and broadcast live from the Maracanã, plus Instagram, X, TikTok, email marketing and the stadium screens.

The work covered several drafts of the speech, the script and production of Zico’s recording, art direction for the Nação identity and the whole sustaining flow: themed videos, signature counts and ambassador activations.

Zico speaks into a microphone on the Maracanã pitch during the campaign launch — Live launch from the Maracanã, with Zico's speech

Reels with Zico: the call to sign, the 100K-signature goal and a newsjacking piece on the 2028 Olympics

Follow-ups: famous Flamengo fans and Adriano answer the call

Vertical key visual of the Nação at the UN campaign — Campaign key visual

Campaign piece featuring a cartoon by Ziraldo — Piece with a cartoon by Ziraldo

Feed post from the campaign: citizen of the Nação, in the Nação at the UN identity — Feed · citizen of the Nação

Results

In 72 hours, more than 500K signatures (315K in the first days alone), on the way to 1 million. The 7 reels added up to 21M+ views, 1.2M likes and 117K comments and shares. The site passed 1 million visits, peaking at 5K verifications per minute.

The story left the Flamengo universe: 50+ outlets in Brazil and abroad, and #NaçãoNaONU trending on X.

Chart of signature growth, marking 315K — Signature growth: 315K in the first days

Screenshot of the campaign's repercussion on CazéTV's Instagram — Repercussion · CazéTV

globo.com homepage with the headline: Flamengo will ask the UN to recognize the club as a symbolic-cultural nation — globo.com homepage

Article in Argentina's Diario Olé: El insólito pedido del Flamengo a la ONU — Diario Olé, Argentina

Article in Deporte Total, El Comercio, Peru: Flamengo sorprende al mundo al pedir a la ONU — Deporte Total, El Comercio, Peru

ESPN Brasil post about Flamengo's petition to be recognized by the UN — ESPN Brasil

Planeta do Futebol post about Zico's announcement, with 471.3K views — Planeta do Futebol · 471.3K views

The push kept going: the campaign on the Maracanã big screen and Arrascaeta calling for the 1 million goal

Credits

My role

Campaign concept and coordination: the speech written for Zico, script and production of his recording, art direction of the Nação identity and the whole sustaining content flow.

Client: Flamengo · Nação membership program
Agency: Quintal
Ambassador: Zico
Cartoon: Ziraldo