By Mary Smith
In the bustling world of sports advertising, where endorsements and slogans reign supreme, one campaign took a strikingly different approach. Back in 2018, as the world geared up for the FIFA World Cup in Russia, Nike launched a campaign featuring Brazilian football star Philippe Coutinho that defied convention by embracing silence. Seven years later, we revisit this unique project with Thiago Andrade, the Brazilian Design Director now at Ogilvy New York City, who spearheaded the visual strategy behind it.
Andrade, a decorated designer with 38 awards to his name, was then making waves at 72andSunny in Amsterdam. Today, he leads a talented team at one of the world’s most influential advertising agencies, continuing the legacy of David Ogilvy, whose firm, founded in 1948, champions “borderless creativity.” Ogilvy, with its 120 offices across 90 countries, empowers Andrade to craft visual identities and marketing campaigns for global giants like IBM, Verizon, and Coca-Cola. But it’s his work on the 2018 Nike campaign, celebrating Coutinho, that stands out for its daring simplicity.
“Football and campaigns for brands like Nike never really age,” Andrade explains. “These kinds of projects get so much visibility when they launch, that years later, people still reference and talk about them. But I think what truly keeps this campaign relevant today is how, in such a loud and word-heavy world, we managed to build an entire campaign using almost no words. From a design perspective, it also shows how typography is more than just text—it’s a powerful visual element.”
Before joining Ogilvy, Andrade honed his skills at renowned firms like Gut, Africa DDB, Wieden + Kennedy Shanghai, Wieden + Kennedy São Paulo, and Young & Rubicam. With degrees in Cinema and Advertising, he consistently seeks ways to weave compelling narratives through visual mediums. His career highlights include developing the brand identity for Under Armour in Europe and earning accolades at prestigious festivals like The One Show, D&AD, and Cannes Lions. Notably, his team won a Cannes Lions award for “The Refugee Jatobá” project, and more recently, he secured an award for an IBM project showcased at the Las Vegas Sphere.
The Rise of Coutinho: A Star is Born
The silent campaign for Coutinho was not just aesthetically pleasing; it was strategically timed and impactful. Back in 2018, Neymar was the undisputed star of Brazilian football. However, Coutinho, then a rising talent at Liverpool, was gaining momentum.
“For context, this campaign was developed just before the 2018 World Cup,” Andrade recalls. “Neymar was Brazil’s star and in the spotlight, but Philippe was Liverpool’s rising talent at the time. Creating a campaign that focused on a promising athlete like him helped balance some of the pressure off Neymar and gave Coutinho the visibility and support that helped him shine during the World Cup.”
The campaign served as a catalyst, propelling Coutinho into the global spotlight and allowing him to shine on the world stage. It also cleverly played on Coutinho’s personality traits, his reluctance to self-promote, and his dedication to letting his performance on the field speak for itself.
“It was clear from his interviews—unlike the stereotypical football star, he rarely made himself the center of attention, even when he was playing at an incredible level,” Andrade notes. “It was common knowledge among fans and media that he had a low profile, strong work ethic, and let his performance on the pitch speak for itself.”
Quotation Marks: A Visual Metaphor
The central element of the campaign was the strategic use of quotation marks. It was a bold move, visually striking, and conceptually profound. Andrade explains the reasoning behind this unique choice.
“Quotation marks are about speaking—and that’s exactly what Philippe does, just not with words. He speaks through his game,” he says. “Plus, we noticed that the quotation marks visually resembled the letters P and C—his initials—so they worked as both a metaphor and a design device.”
These quotation marks, scattered across billboards in São Paulo and amplified on social media, became synonymous with Coutinho, representing his unspoken talent and impactful performance. The campaign coincided with the launch of Nike’s new line of football boots, worn by Coutinho during the World Cup, further embedding the player’s image with the brand.
Deconstructed Typography: Breaking the Rules
The campaign was about taking calculated risks, even if it meant challenging conventional design principles. One of the most controversial aspects was the use of deconstructed typography, rendering words illegible. Was there any resistance from the client? Andrade sheds light on the creative process.
“Once the client saw the custom typography and understood the concept, they got it right away,” he explains. “We made it clear from the start that the less we said, the more impact we could create. It was all about embracing minimalism and trusting the design to carry the message.”
The Power of Collaboration and Craft
Looking back, Andrade reflects on what made this project so special. Not only was the concept bold and innovative, but the entire experience was profoundly fulfilling.
“The concept was so design-driven that it gave us space to focus on the craft, which was really exciting,” he says. “Plus, I got to work with a team that I consider close friends—that made the process even better.”
The Coutinho campaign was part of a broader Nike campaign titled “Brasileiragem,” which celebrated the Brazilian way of playing football. It featured other national team athletes like Willian, Marquinhos, and Thiago Silva, as well as rising stars and amateur players. Even football legend Ronaldo made an appearance, reenacting a scene from the iconic 1998 Nike “Airport” commercial. The campaign, which amassed over 25.6 million views and 100.5 million impressions, showcased Brazilian football as a blend of talent, joy, and commitment.
Looking Ahead: Coutinho’s Relevance in 2025
In 2025, Philippe Coutinho, now playing for Vasco da Gama on loan from Aston Villa, remains a relevant figure in football. While his career has experienced peaks and valleys since that pivotal 2018 World Cup, his talent remains undeniable. So why does Coutinho still matter today?
As Andrade puts it, topics like football and campaigns for brands like Nike never truly age. They leave a lasting impact on popular culture, continually referenced and discussed. More than that, the Coutinho campaign serves as a reminder of how innovative design and strategic marketing can elevate an athlete’s profile and contribute to their overall legacy.
In the end, the silent campaign for Philippe Coutinho exemplifies the power of visual storytelling and the impact of design-led campaigns. It remains a testament to Andrade’s creative vision and a significant chapter in Coutinho’s journey on the world stage.
