The Associação Caatinga, which works to preserve the biome, inspired the proposal of using an armadillo as the mascot for the 2014 World Cup. For the first time ever, a World Cup associated its brand with natural preservation. Approach’s mission went beyond publicising the mascot to raising media awareness about the environment.
We used creativity to develop activities which mobilized our specialized sports and sustainability teams.
The armadillo was selected as mascot of the 2014 World Cup and we cultivated significant media attention, including coverage on important national TV programs, print newspapers, online publications and specialist media outlets.