The purpose of international sport competitions extends beyond football, tennis, basketball, athletics…It unites the world and upholds values that strengthen people individually and society as a whole. Brazil’s greatest athlete, Pelé, recognises this in the letter her wrote shortly before his death and shortly after Brazil’s exit from the World Cup.

In an initiative by AlmapBBDO, Elo, the 100% Brazilian payment technology company, is sharing that letter in a tribute that reinforces the importance of resilience, valuing our essence, and keeping people united beyond football.  

The film, that uses AI to recreate Pelé’s voice invites Brazilians to stay united through football, reminding them that national pride goes far beyond the final score. The initiative also features football legends Cafu, Ronaldinho Gaúcho and Zico, who shared the film on their official social media channels, supporting the campaign running on national TV in Brazil, as well as in digital and OOH media.

In the film, punctuated by powerful scenes from Pelé’s career, the champion reflects on dreams, life’s generosity in offering second chances, and the passion that unites the country around sports.

The campaign has already achieved more than 30,000 likes, 1,100 reposts and 1,700 shares across social media.

“Whether we’re celebrating a championship or grappling with an elimination, our support for the team is something all Brazilians share,” stated Mel Pedroso, CMO at Elo. “As a brand, we embrace everything that’s extraordinary about our country. The ‘King’ built a legacy that transcends borders, sports, and even time. By paying tribute to the Brazilian fan base with Pelé’s very words, reinforcing a message of unity beyond football, we’re paying tribute to Brazil.”

The initiative is part of Elo’s stance as “the card of Brazilians”, supporting projects and people who represent the nation’s soul and reflect the creativity, resilience, and excellence of its culture. Now, the brand is taking the next step as “the card of Brazilian fans”, a campaign kicked off in January of this year, and has already included films featuring actor, Wagner Moura, and poet,  Michel Melamed.

Pele’s letter was published in full on Elo’s website. 

Credits:

Creative Agency: AlmapBBDO
President & CEO: Filipe Bartholomeu
Chief Creative Officer: Pernil
Creative Vice Presidents: Fernando Duarte & Henrique Del Lama
Executive Creative Director: Philippe Degen
Creative Directors: Dudu Barcelos, Eduardo Vares, Francis Alan, Gustavo Tasselli & Iron Brito
Creative Team: Bernardo Silveira, Felipe Paganoti, Igor Pontes & Marcelo Carvalho
Chief Operating Officer: Rafaela Alves
Vice President of Client Services & Business: Renata Carvalho
Account Management: Warley Vieira, Mayara Cortez, Debora Castro & Luana Moraes
Chief Strategy Officer: João Gabriel Fernandes
Strategy Team: David Gross, Julia Souza, Isabela Craveiro, Eduarda Ramos & Ana Cecília Rodrigues
Social Insights: Gustavo Arakawa & Rafaella Carolina
Data: Bruno Miracco, Gabriel Ishida and Marcio Henrique Alves de Jesus
Almap Content: Marcela Ramos, Deise Esteves da Silva & Giovanna Dourado
Media: Patrícia Gogliara, Leonardo Assennato, Gabriela Silva, Nádia Pascoal, Gabriel Fomm & Ludimilla Bandeira
Performance Media: Danielle Farhat, Gabriela Gutierres, Gustavo Yassunaga, Thaís Rosa San’Ana, Sharlene Mastrocollo, Matheus Kolarik, Bruno Lima, Wagner da Silva Maia, Fernanda Borges, Camila Bicaletto & Henrique Dias
Print Production: Jose Roberto Bezerra, Rose Cleide Soares Ribeiro & Carlos Henrique Azevedo Lugares
Film Production: Diego Villas Boas, Vera Jacinto & Patricia Oliva

Client: Elo [Elo Card]
Branding: Patricia Azzi, Carolina Veras, Débora Ribeiro, João Palma, Michelli Rodrigues, Luís Volpato & Tcharlysson Macedo
PR: Matheus Gonzalez & Flavio Cano
Media: Patricia Azzi and Érica Klieger
Client Approval: Mel Pedroso

Production Company: Anonymous Content BR
Managing Director: Renata Dumont
Senior Executive Producer: Camila Martinez
Head of Production: Lu Martins
Director’s Producer: Flavio Lanfredi
Senior Producer: Fernando Chiari
Director: Quemuel Cornelius
Directors of Photography: Mau Padilha & Alexandre Baxter
1st Assistant Director: Lu Camargo
Post-Production: Diego Morone
Online Finishing: Marcio Lovato
Colour Grading: Bleach
Motion Graphics: Leo Garcia
Editing: Lucas Moesch

Audio Production Company: Satélite Áudio
Music Direction: Roberto Coelho & Hurso Ambrifi
Executive Producer: Fernanda Costa