Netflix
Baila, Vini
Hijacking Flamengo's iconic “protest wall”
To promote its new Vini Jr. documentary to Brazilian football fans (especially to Flamengo supporters, where his journey began) Netflix tapped into a powerful tradition of local football culture.
Insight
Walls at Flamengo’s CT in Gávea are typically spaces for protest and graffiti.
But what if they could become platforms for pride instead?
Vini Júnior isn’t just a footballer; he’s a symbol of joy, resilience, and social change in Brazil. Turning a protest wall into a vibrant tribute for his Netflix documentary could turn passive infrastructure into emotional storytelling.
Idea
To announce the premiere of “Baila, Vini”, Netflix transformed the habituated graffiti wall at Flamengo’s training center into a giant mural celebrating Vini Júnior’s journey.
The artwork served as an organic billboard - raw, bold, and rooted in Flamengo culture.
Impact
Media and fans embraced the gesture as a powerful metaphor: a location known for dissent became an artistic visual tribute to a player who has stood against injustice.
The activation captured the essence of Baila, Vini - resilience, identity, transformation - and anchored it in the heart of Vini’s home turf: the wall where his story was painted for the world.
