Unnoticed Sponsorship

Brazilian football fans obsess over every detail of their club’s jersey. The Brazilian Melanoma Institute used that passion to reach men most at risk—since one in three melanomas appears on the back. With Botafogo FC, we replaced a traditional sponsor logo with a tiny mole printed on the back of every jersey. Through major matches the spot slowly grew, mirroring melanoma. Millions of fans watched, analyzed and debated every detail—yet no one noticed. When the reveal exposed what had been hiding in plain sight, that shared oversight became a national reminder to #WatchYourBack.