The day we made sports critics to eat their own words. Literally.
For the launch of the Brazilian franchise of "All or Nothing", we made influential journalists eat their mean comments about the National Team live on TV.
As the Brazilian National Team started its controversial season with a recent World Cup elimination to Belgium, no inspiring performance in friendly matches, and not precisely the expected team roster, almost everyone felt bad about what was about to come.
Public opinion, the press, and journalists flooded social networks with mean posts full of criticism about the team, the couch, the players, and even the mascot. It seemed that the only ones to have hope on the team were the Amazon Prime Video Team, who decided to produce a documentary show part of the "All or Nothing" franchise about its performance on the Cup. Well, they bet right and showed that they knew more about football than everyone in the country: The Brazilian National Team became champions.
To promote the show about the now victorious team, we used all the bad things said and published about them to make it more noticeable. We searched social networks for the worst opinions and dire forecasts from the foremost journalists, TV hosts, football commentators, and sports personalities. Then they were transformed into sweet cookies with all the mean words printed in dark-bitter chocolate and sent back to them, challenging everyone to read the unfair criticism out loud and then... swallow its own words.
