Kicking off 2014 World Cup with TheRealPelé.com

June 24, 2014

“Wherever you go, there are three icons that everyone knows: Jesus Christ, Pelé and Coca-Cola.”

When global soccer legend, Edison Arantes do Nascimento, more commonly known as Pelé uttered these words, he wasn’t kidding. Credited with bringing the passion of soccer to America and being the best soccer player of all time, Pelé is one of the world’s greatest and most widely regarded athletes. So naturally, when we were approached for the project, we couldn’t have been more thrilled to accept the challenge.

With many in our age group growing up playing soccer and knowing the legend that is Pelé, this project was cause for much excitement across the agency. This same enthusiasm could also be felt when we interacted with the media, as many of them grew up watching Pelé. So, what is TheRealPelé.com?

Last year Pelé’s daughter, Kely Nascimento, had the idea to give the world a glimpse of what Pelé’s life was like off the field, within his home amongst his friends and family. Beyond soccer, Kely wanted to share Pelé’s personal life with the millions of fans that helped make him the icon that he is today.

In early June, Kely, Pelé and CEO of Atari Fred Chesnais, launched TheRealPelé.com, a daily video blog that follows Pelé as he experiences the World Cup from his home country of Brazil. Airing in 50 countries worldwide, the video blog chronicles unprecedented access to Pelé’s journey during the 2014 World Cup. The series showcases Pelé watching the World Cup games, reaction to game outcomes, and his personal thoughts on teams, players and coaches.

Videos are uploaded daily, offering soccer enthusiasts an exclusive, behind-the-scenes look into Pelé’s public appearances, his role as global ambassador for the sport, and his interactions with players, fans and sponsors.

With such high global visibility, we wanted to make sure showed up on America’s radar as a supplement to the viewing experience of the World Cup. Prior to this project, Pelé had never given interviews on his private life. It was important to Kely to gain national visibility for the docuseries that would shed light on her father’s personal experiences throughout the World Cup.

Kely discussed the docuseries and the premise for the website, and what it was like for Pelé having cameras follow him around all the time. Some of the top takeaways from the interviews were Pelé’s passion for his family, music, fishing, Women’s Soccer, and his pride in helping to bring the sport to the mainstream U.S. audience. When it came time for the interviews, one the most rewarding aspects of the project was getting to hear insights on the game from one of the greatest players of all time.

Interviews with Pelé resulted in several top tier stories, including Huffington Post, CBS Sports and USA Today.

Note: Pelé mentioned on more than one occasion his thoughts on Chile being a sleeper team, and I regret not being able to cash in on that inside information in Washington State.  – Nick

Lizzy & Nick

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