Flamengo · Nação membership program2025

Pherusa ·TheNation'sJersey

Client: Flamengo · Nação membership program
Agency: Quintal
Year: 2025
Area: Branding, Campaign
Formats: Brand storytelling, Film, Fashion shoot, 360° launch

Flamengo's 130th-anniversary jersey is born from the wreck of the whaleboat Pherusa, in 1895. Concept: Pherusa. Wear our history.

Model wearing the Pherusa jersey, collar and Flamengo crest in focus, on a light background

Context

Launch Clube de Regatas do Flamengo’s 130th-anniversary jersey, sold as a limited edition to club members, out of a little-known chapter of the club’s founding: the wreck of the whaleboat Pherusa, in 1895.

Idea

Turn the shipwreck into the founding myth of a piece of clothing. The concept ties Flamengo’s rowing origins to the jersey.

Concept

Pherusa. Wear our history.

Execution

First, the full strategic brief: goal, KPIs, priority audience, communication attributes and calendar. Then a launch film in a painterly, watercolor style that recreates the founding storm, with a shot-by-shot script. A fashion photo shoot with the jersey. And the key visual, rolled out as a 360° launch: Instagram (feed, carousel and reels), TikTok, email marketing, site pop-ups, the Maracanã big screen and fascia boards, the Gávea screen and full signage for the official store.

Launch film, in watercolor: the storm of 1895

Film still: rowers in the middle of the storm, in watercolor — Film still · the storm

Film still: the back of the Pherusa jersey — Film still · the jersey

Key visual of the Pherusa campaign, jersey in focus — Key visual

Model in the Pherusa jersey on an orange background — Fashion shoot

Close-up of the 1895 label on the Pherusa jersey — Detail · 1895

Teaser for the first post: exclusive sale for Nação members until November 2 — Teaser · first post

Sustaining feed post: sales open to the general public — Feed · sustaining

Feed post: last day of the exclusive sale for Nação members — Feed · last day of the exclusive sale

Panoramic Last days carousel: exclusive member price until November 15 — Carousel · last days

Sales reels and the official store screen

Panoramic panel for the Gávea big screen

Wide piece: a rower in the Pherusa jersey holding an oar, over the sea — Wide piece · the rower

Fashion shoot: model in the Pherusa jersey with two oars — Shoot · the oars

Still: the Pherusa jersey on a hanger, next to the Pherusa book — Still · the jersey and the book

Results

A recent launch, with the campaign still running and a declared goal of selling out a 40K-unit batch among members. The project involved licensing, product, photography and the store, with pieces across 10+ formats and channels.

Credits

My role

Full strategic brief (goal, KPIs, audience, attributes and calendar), creative concept, direction of the film and the photo shoot, key visual and 360° rollout.

Client: Flamengo · Nação membership program
Agency: Quintal