Globo Esporte Futebol reports that the BIS brand has created a marketing campaign in partnership with Coritiba player Jacy, capitalising on a viral moment from a recent match. The brand published a video on social media, recalling the episode and presenting its concern with the safety of players.
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This story discusses unconfirmed interpretations. Speculation is identified clearly and should not be read as established fact.
The campaign, created by the DAVID agency, features a LED sign with the message "Cuidado aBismo" (Beware of the BIS) placed at the exact spot where Jacy fell in the tunnel at the Couto Pereira stadium. Jacy himself participated in the campaign, ending his participation with the phrase "Se a placa estivesse aqui antes..." (If the sign were here before...).
The initiative is part of a broader strategy by the BIS brand to engage with the public and create interaction through unexpected situations that gain widespread attention. The Coritiba club also participated commercially in the initiative, with the brand occupying a public advertising space at the stadium during the match against Corinthians.
