Flamengo · Nação membership program2025

NaçãoattheUN

Client: Flamengo · Nação membership program
Agency: Quintal
Year: 2025
Area: Campaign, Content & CRM, Public Relations
Formats: 360° campaign, Live event, Social, Press

A formal request to the UN: recognize the Red-and-Black Nation as the planet's first symbolic-cultural nation. 500K signatures in 72 hours.

Results

500K+signatures in 72 hours315K on the first day

25M+views of the communication materials1.4M likes

50+press outletsBrazil and abroad

Context

In the year Flamengo turned 130, the challenge was to turn its fanbase, the biggest sociocultural phenomenon in Brazilian football, into a worldwide headline.

Idea

Formally ask the United Nations to recognize the Red-and-Black Nation as the planet’s first symbolic-cultural nation.

Call to action

Before the launch, the Nation was already talking about it…

Social post speculating about Flamengo's official announcement on Flamengo TV, set for September 9 at 11 a.m., with 138.9K views — De Laurentis · 138.9K views

Coluna do Fla post: Flamengo schedules a mysterious announcement on its YouTube channel and stirs fans — Coluna do Fla

DataFut post: Flamengo will make an official announcement on FlamengoTV at 11 a.m. — DataFut

MundoBola Flamengo post: Flamengo will make an official announcement and stirs fans — MundoBola Flamengo

Planeta do Futebol post: Flamengo will make an official announcement on Flamengo TV at 11 a.m. — Planeta do Futebol

CRN Rubro Negro do Fla post: We woke up to this! — CRN Rubro Negro do Fla

Before the announcement, social media was already guessing about the official statement scheduled on Flamengo TV

Execution

A 360° campaign built as a public-opinion movement: its own visual identity, a site and official petition, a launch speech written for Zico and broadcast live from the Maracanã, plus Instagram, X, TikTok, email marketing and the stadium screens.

The work included the script, production and recording with Zico, art direction of the identity, the press release and the management of the sustaining content flow: themed videos, signature counts, ambassador activation and more.

Official statement, live on Flamengo TV: Zico's speech in full

Campaign photos

Zico at the podium on the Maracanã pitch, with empty stands and the sky behind

Zico speaks at the podium with the Flamengo crest, next to the red-and-black flag

Zico speaks into the microphone on the Maracanã pitch

Zico speaks in front of the Flamengo flag, with the stadium screen behind

Wide shot of Zico's speech on the pitch, with the recording light beside him

Close-up of Zico sitting in the Maracanã seats

Live launch from the Maracanã, with Zico's speech

Spin-off content

Reels: Zico's call to action, the 100K goal, newsjacking the 2028 Olympic Games, celebrities and Adriano answering the call, sustaining content and the campaign on the Maracanã screen

Offline sustaining content: the petition on the Maracanã LED screens

Vertical key visual of the Nação at the UN campaign: sign the petition

Campaign feed post: citizen of the Nation, with the Nação at the UN identity

Post comparing Flamengo's performance at the Paris 2024 Games with countries

Red-and-black calendar carousel: this is the red-and-black calendar

Red-and-black calendar carousel: March 3, red-and-black Christmas, Zico's birthday

Poll: who would be the Nation's Minister of Culture?

Poll result: Minister of Culture, Jorge Ben Jor

Poll: who would be the Nation's Minister of Defense?

Poll result: Minister of Foreign Affairs, Vini Júnior

Story: the strength of the Nation, about thousands of simultaneous visits to the petition

Nação at the UN banner, peticao.flamengo.com.br, in the Maracanã stands during Flamengo vs Vasco — In the stands, at the Flamengo vs Vasco derby

Campaign roll-out posts and Nação at the UN in the Maracanã stands

Backstage

The crew prepares the recording with Zico in the Maracanã stands

Zico signs a Flamengo shirt behind the scenes

Clapperboard in front of the podium on the Maracanã pitch

Behind the scenes of the shoot with Zico on the Maracanã pitch

Zico adjusts his tie before the recording

Zico and the crew in the Maracanã stands between takes

Behind the scenes of the recording with Zico at the Maracanã

Results

In 72 hours, more than 500,000 signatures (315,000 on the first day), with more than 1 million visits and a peak of 5,000 views per minute on the site. The communication and roll-out materials added up to more than 25 million views, 1.4 million likes and more than 200,000 comments and shares.

The buzz broke out of the Flamengo bubble: more than 50 outlets in Brazil and abroad, and #NaçãoNaONU in X’s trending topics.

globo.com homepage: Flamengo will ask the UN to recognize the club as a symbolic-cultural Nation — globo.com

ge article: Flamengo will ask the UN to recognize the club as the planet's first symbolic-cultural Nation — ge

O Globo article: Flamengo asks the UN for recognition as the world's first symbolic-cultural Nation — O Globo

Lance article: Flamengo petitions the UN to have its fans officially recognized as a nation — Lance

Olé article: Flamengo's unusual request to the UN to be recognized as the planet's first cultural Nation — Olé, Argentina

Dailysports article: Flamengo aims for UN recognition and seeks to become a Symbolic-Cultural Nation of the World — Dailysports

Deporte Total post, from El Comercio: Flamengo surprises the world by asking the UN to recognize its fans as a country — Deporte Total, El Comercio, Peru

ESPN Brasil post about Flamengo's petition to be recognized by the UN — ESPN Brasil

Planeta do Futebol post about Zico's statement, with 471.3K views — Planeta do Futebol · 471.3K views

CazéTV Instagram post: Mengão at the UN — CazéTV

In the press and on social media, in Brazil and abroad

Then came the formal presentation to the UN. At the United Nations headquarters in New York, Flamengo made the petition official, formalized its entry into the Football for the Goals Programme and presented a book with actions the club already carries out that have a real impact on a sustainable world.

Formal presentation at the UN, in New York, on April 13, 2026. Video: Flamengo TV

Credits

My role

Campaign concept and coordination: the speech written for Zico, script and production of his recording, art direction of the Nação identity and the whole sustaining content flow.

Client: Flamengo · Nação membership program
Agency: Quintal
Ambassador: Zico