To celebrate this film dedicated to várzea football, a true popular institution in Brazil, JCDecaux Brazil and OMO transformed a key urban landmark: the digital clock installed near the Pacaembu. Going beyond its purely practical function, the clock became a canvas for expression, showcasing the visual codes, colours and raw energy of amateur pitches. In the middle of public space, the installation echoed the spirit of neighbourhood matches that have helped shape the country’s football culture.
By taking over this emblematic meeting point for supporters, the campaign built a bridge between fans’ everyday lives, the memory of Pacaembu and the world of the documentary. The messages and visuals displayed on the clock recalled the marks and emotions that forged the legend of Brazilian football, far beyond the major stadiums.
