Launched before World Cup 2014, the Brasil 3rd Jersey had a distinctive new look and innovation story. The iridescent finish of material game a luminosity at night and during
the day.

 

The line feita para brilhar, “made to shine”, was based on this product benefit. The retail execution was backed with lenticular imagery that changed from day to night as well as the neon display that switched from normal to black light pending on time of day.