The "Empty City" campaign for Poderoso Timão, launched in Brazil in 2012, leverages the deep cultural impact of Corinthians soccer matches on Brazilian society, particularly during the Copa Libertadores da America. By focusing on the widespread phenomenon where streets and public spaces become deserted as fans unite in front of their screens to watch the games, the campaign conveys the brand’s value proposition: Poderoso Timão is not just a retail outlet but the central hub for the passionate community surrounding the most beloved—and simultaneously most polarizing—soccer team in Brazil. The brand positions itself as an essential destination for fans to engage with their loyalty, emphasizing its scale as the largest soccer store chain in the Americas.
Strategically, the campaign taps into the collective emotional behavior around Corinthians matches, highlighting the unifying power of soccer as a leisure activity that mobilizes an entire city. This insight drives the narrative approach, presenting the literal emptiness of urban spaces as a metaphor for the all-encompassing nature of fandom, which resonates strongly with Corinthians supporters. By adopting a reflective and narrative style, the campaign connects with its audience on a cultural and social level rather than just pushing product features, thus fostering a deeper brand affinity among soccer fans. The creative angle of showing an “empty city” effectively captures attention by illustrating the real-world impact of fandom, reinforcing the idea that Poderoso Timão is at the heart of this cultural moment.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign best fits the "Symbolize the Benefit" format. The title "Empty City" and the description suggest a city deserted because everyone is watching the Corinthians play in the Copa Libertadores, which is an exaggerated, symbolic way to convey the passion and devotion of fans. Rather than directly showing the stores, products, or testimonials, the campaign uses the visual metaphor of an abandoned city to represent the overwhelming draw and impact of the Poderoso Timão brand and its associated soccer culture. The empty city powerfully and memorably symbolizes the unifying force and communal excitement the brand both represents and enables, elevating its store’s position within the fervor of the soccer experience. No explicit narrative arc, celebrity, or problem/solution structure is evident, making symbolism the definitive creative device. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Netshoes – Market Positioning
Netshoes is a leading online retailer in Brazil specializing in sports and leisure products. It differentiates itself through a vast product assortment, strong e-commerce presence, and partnerships with major sports brands. By focusing on convenience, customer service, and exclusive product launches, it appeals to a broad audience from casual sports enthusiasts to hardcore fans.
2. Centauro – Market Positioning
Centauro positions itself as Brazil’s largest physical and online retailer for sporting goods. It emphasizes accessibility and variety, combining a wide network of stores with strong brand displays. Its strategy includes competitive pricing, frequent promotions, and a multi-sport focus, catering not only to soccer fans but to athletes across multiple disciplines.
3. FutFanatics – Market Positioning
FutFanatics capitalizes on the passion for soccer by specializing in licensed jerseys, fan gear, and memorabilia. It targets soccer supporters looking for authentic, officially licensed products tied directly to clubs and players. Its strategy rests on exclusivity, authenticity, and deep connection with fan culture, serving as a one-stop shop for devoted followers.
4. Adidas Brazil – Market Positioning
Adidas leverages its global reputation and deep involvement in soccer culture through sponsorships with top clubs and events. In Brazil, it strategically blends innovation in sportswear with localized marketing that speaks directly to soccer fans’ pride. Adidas differentiates through high-performance products and aspirational branding tied to Brazilian soccer heritage.
5. Decathlon Brazil – Market Positioning
Decathlon positions itself as the affordable, all-in-one sports superstore with a strong emphasis on in-house brands and a wide range of sports equipment. It appeals to cost-conscious consumers who value quality and variety across multiple sports, including soccer. Its strategic angle is democratizing sport participation through accessible pricing and extensive product innovation.
Q: What is Empty City about?
A: Empty City is a 2012 film campaign created by the agency Babel for Poderoso Timão, the largest chain of soccer stores in the Americas. Released in Brazil, the campaign centers on the phenomenon of deserted streets during Corinthians matches in the Copa Libertadores da America, South America’s premier soccer competition. By capturing the collective pause of a nation transfixed by the game, the film positions Poderoso Timão as the cultural and commercial hub for the passionate Corinthians fanbase, highlighting the brand’s deep integration with Brazil’s soccer culture and its pivotal role in the recreation and leisure market.
Q: What creative device does Empty City use?
A: Empty City employs the Symbolize the Benefit format, as classified by Clapboard’s 12-format taxonomy. Rather than showcasing products or testimonials, the campaign uses the visual metaphor of an abandoned city to represent the overwhelming passion and devotion Corinthians fans have for their team. This exaggerated, symbolic approach communicates the brand’s impact by illustrating how fandom can literally empty a city, reinforcing Poderoso Timão’s role at the heart of this cultural phenomenon and making the campaign’s message both memorable and culturally resonant.
Q: What is the campaign proposition for Empty City?
A: The campaign proposition for Empty City is that Poderoso Timão is more than just a retail outlet—it is the essential destination and community hub for the most passionate and polarized soccer fans in Brazil. By spotlighting the collective behavior of fans who abandon public spaces to watch Corinthians in the Copa Libertadores, the campaign asserts the brand’s centrality in the lives of supporters. This strategic positioning taps into the emotional and cultural significance of soccer, reinforcing Poderoso Timão’s role as the anchor of fan loyalty and engagement within the recreation and leisure market.
Q: How does Empty City rank in Clapboard's archive?
A: Empty City holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and its cultural relevance within the context of Brazilian soccer fandom, as determined by Clapboard’s global ad archive.
Q: Who are the competitors in Poderoso Timão's category?
A: In the sports retail and leisure market, Poderoso Timão competes with Netshoes, which leads in online sports retail through product variety and strong e-commerce; Centauro, known for its extensive physical and online presence and multi-sport focus; FutFanatics, which specializes in licensed soccer merchandise and deep fan culture engagement; Adidas Brazil, leveraging global brand strength and local soccer heritage; and Decathlon Brazil, which positions itself as an accessible, all-in-one sports superstore with a broad product range and affordable pricing.
ARCHIVE.webp)
