The “YouTube Tiger Shirts” campaign, created by YouTube during the World Cup, reimagined Brazil’s most iconic football symbol — the national team jersey — by transforming it from a jaguar into a tiger, in tribute to Arthur Friedenreich, a pioneering player nicknamed “Tiger” whose legacy includes confronting racism in the sport; amplified by a film narrated by Djonga, one of Brazil’s leading rap voices, and extended into content and an exhibition at the Museu do Futebol, the idea connects culture, history, and social impact through a simple yet powerful symbolic gesture.

Role: Head of Creative, YouTube Creative Studio, Latam
Agency: Monks