The last time the Brazilian national team won the World Cup, in 2002, the then number 9, Ronaldo Fenômeno, had a distinctive haircut. With this in mind, the “Anti-Jinx Haircut” campaign featured the current number 9, Richarlison, launching a new haircut with a rue behind his ear.

The campaign quickly took over social media. There were over 103 million impressions and over 1,900 videos played with the campaign’s music. In addition to the pigeon dance, replicated during the games even by coach Tite.