Brazilians have a word to define when a lasting jinx doesn't leave their head: it's called "ZICA".
To have or to be with a Zica feels like an itchy and persistent dandruff... or in a way that the Brazilian crowd understands, it's like not winning a World Cup for a long, long time, even being the so-called "country of football."
So, to help Clear break through the clutter among sexy sports brands with bigger budgets (Come on, who cares about dandruff stuff during a World Cup?) and draw the attention of millions of Brazilians during the past games, we played with our superstitions.
We created a new amulet capable of pushing away such bad luck inspired by an herb that every Brazilian know (and now you do, too): Nothing is considered more powerful against misfortune than the rue. Just put a twig behind your ear, and boom! ZICA is gone.
Who else could sport this haircut and get us rid of zica on our heads, other than our most beloved player,
Richarlison the "Pigeon."
The Antizica Haircut became a trend.
Thousands of fans, TikTok creators, influencers, journalists and barber shops promptly adopted the new amulet on social networks.
"Clear got a country that only cares about football to talk about a haircut during a World Cup."
- UOL ESPORTES
The Antizica Haircut became pop culture.
Clear inspired 3D artists, game developers, designers and illustrators to create lots of organic UGC all over the social networks and graffitti walls.
"A luck charm that united the crowd to cheer up for Brazil again."
