Soccer brings millions of people together because every fan feels like they're part of the story. We brought that same principle to MaxiMídia, one of Brazil's leading advertising and marketing events, where brands and advertisers begin shaping their strategies for the season ahead. Our challenge was to go beyond showcasing a media property. We wanted to transform a business networking opportunity into an experience of genuine belonging, bringing people closer to RECORD's most valuable sports property in a way that felt personal, authentic, and participatory.
Instead of positioning visitors as spectators, we invited each one of them to become part of the team through an interactive experience designed to spark genuine connections between people, brands, and soccer. Because we believe the strongest connections aren't built by simply watching the story unfold, they're built when people become part of it.
Rather than showcasing RECORD's soccer coverage, we decided to open a door that is usually closed to everyone but the team. We created an experience inspired by the locker room, the place where teams come together before kickoff and where a true sense of belonging begins. Upon entering the space, every visitor personalized an official RECORD jersey with their own name and number. Within seconds, their jersey appeared in real time across the LED screens, allowing each person to see themselves symbolically as part of the team. At the center of the experience, an official replica of the Campeonato Paulista trophy reinforced the authenticity of the environment and immersed visitors even further in the tournament.
Technology was never the centerpiece of the activation. It was simply the tool that made every interaction personal and unique. The real innovation lay in the behavior it inspired: visitors returned with colleagues, took individual and group photos, stayed to network, and naturally transformed the space into a meeting point throughout the three-day event.
By turning one of Brazil's most iconic soccer symbols into a shared interactive experience, RECORD transformed its flagship sports property into a platform for participation, bringing the advertising industry closer to its content not through communication alone, but through firsthand experience.
Over the course of three days, more than 2,500 people took part in the experience. But the most meaningful result wasn't the number of visitors, it was the way people spontaneously made the experience their own. Visitors invited colleagues to join them, returned to take new photos, stayed in the space to talk, and turned the booth into a gathering point throughout MaxiMídia. The interaction stopped being individual and started connecting groups of people around a shared passion, this shows that soccer is more than what happens on the field, it's what happens with us.
By opening the doors of the locker room, RECORD brought advertisers, partners, and market professionals closer to the world of soccer through an experience built on belonging. Because great communities aren't created just by telling stories, they turn spectators into participants and are built when people become part of them.