During the Super Bowl, we turned the players' jersey numbers into discount coupons

In 2018, with Super Bowl viewership in Brazil up 78% over 5 years, iFood set out to be the most talked-about brand. The idea? Hack the game with a bold promo: the jersey number of each touchdown scorer became the discount value in reais. Results: iFood dominated the conversation—92.7% during the game, 42.7% after. It became the most engaging brand with 42.5%, gained 12K+ Twitter followers overnight, and saw an 80% increase in orders compared to the previous year.

The promo that got people talking about iFood during the Super Bowl also became a hit during our 'Brazilian Super Bowl'—a major soccer match broadcast

The promotion was such a hit that we brought it back during one of the biggest soccer matches of the "Copa Libertadores da América"—the Brazilian equivalent of the Super Bowl. After the first goal, the coupons were gone in seconds, crashing the app and generating the highest traffic spike in iFood's history.

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Effie Awards Brasil 2019 - Bronze (Touchdown iFood)

Brazilian Creative Annual 2019 - in Book (Touchdown iFood)

Profissionais do Ano Globo TV 2020 - Branded Content - National winner (Camisa 29)

My role:

Creative Director

Creative Team SUNO:

Benjamin Yung - CCO

Rodrigo Senra - Creative Director

Daniel Poletto - Creative Director

Andre Kirkelis - Creative Director (Camisa 29)

Nelson Costa - Art Director

Thiago Bocatto - Copywriter