After a devastating loss in the 2014 World Cup, Brazilians got skeptical about their soccer team. To try to restore the hope of the fans and the pride of the team, Tite was named coach and immediately made his mark. Under his leadership the athletes took back the joy of playing and had shown a long lasting quality: values. We started our campaign sharing quotes from Tite's speeches to players and postgame interviews.

Tite's principles and positive influence was so impactful that people in Brazil started to campaign for him to run for presidency (seriously). So, we've decided to take a step further and show what sports programs, so worried about tactics and results didn't: his approach on life and how it merges with his coaching philosophy. For that, we created a series of six short episodes, shot in the middle of Brazil's greatest soccer temple: the Maracanã Stadium.

The Absence Of Shin Guards, The Captain's Armband, Practices Like a Match, Overcoming The Fear, My Dream Team, Comfort Zone. Those are the chapters that helped Brazilins to understand the mindset of their coach, but more than that, it made them believe again, not because the country is a nest of football talent, but because of hard work.

Itaú BROUGHT THE TRUTH TO A BELOVED SUBJECT, AND PEOPLE ANSWERED. NOWADAYS, 64% OF THE BRAZILIANS THINK BRAZIL CAN REACH THE TITLE AND 76% AGREE THAT TITE IS THE BEST COACH FOR COUNTRY'S MOST RESPECTED POSITION.