Budweiser
Unbelievable 600th Field Goal
Adam Vinatieri’s Unbelievable 600th Field Goal
The NFL came to Brazil for the first time for an official season game, with the Green Bay Packers and Philadelphia Eagles facing off in São Paulo. Budweiser was an official sponsor of the game, and we needed to stand out.
Problem
The NFL was coming to Brazil for the first time with the Green Bay Packers and Philadelphia Eagles facing off in São Paulo - but bringing the game doesn’t guarantee bringing the fans.
In a country where “football” means something entirely different, Budweiser needed to create more than hype.
Insight
If Brazil loves futebol, it will love football.
In Brazil, football is played with the feet - to earn Brazil’s love, the NFL had to meet futebol halfway.
Idea
We needed a bridge - something bold, spectacular, and symbolic enough to unite two sports cultures that rarely speak the same language.
So we asked: what if we turned a record-breaking NFL moment into a tribute to Brazil itself?
To mark the NFL’s first-ever official game in Brazil, Budweiser brought Adam Vinatieri - the greatest kicker in NFL history - to São Paulo with one mission: attempt his 600th career field goal in the most epic way possible.
We transformed the iconic Estaiadinha Bridge into the world’s tallest field goal, standing 30 meters high. On it, Vinatieri delivered not just a record-breaking kick, but a message: the NFL was here, and Bud was kicking things off in a way only Brazil could understand - with spectacle, scale, and heart.
To bridge cultures even further, we invited Brazilian sports legends Denílson and Falcão to join the celebration, connecting two passions - football and futebol - in a single, unforgettable moment.
Impact
The 600th kick became a landmark moment, generating massive attention in the lead-up to the NFL’s debut in Brazil.
More than a kickoff, it was a cultural touchdown, turning Budweiser into the most talked about sponsor of the NFL game in Brazil. Bud didn't just support the game, but helped it belong.
