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Que idéia do caralho. E os resultados alcançados são de deixar qualquer um boquiaberto.

Developed by TBWA\Chiat\Day, the documentary-style branded content series re-staged classic games between high school sports teams 15 years after they took place – as recounted by the players themselves, several of whom are now professional athletes. Originally conceived as five webisodes (produced by Caviar Content), the show was picked up by Fox Sports Net in the fall and is now in its second season.

The integrated campaign was inspired by a statistic that only three in 10 adults over age 30 exercise regularly, and ultimately intended to rekindle the athletic instincts for those in that demographic. The digital component generated 154 million online impressions since its debut – not counting what the Fox Sports Net broadcast generated in terms of broadcast TV impressions for the brand.


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