A new limited-edition fragrance from Brazilian cosmetics company, O Boticário, has united two footballing rivals to celebrate what it means to be an icon of sport. 

Capitalising on the anticipation of the upcoming World Cup the campaign launches the new Malbec Black Legend fragrance. The campaign, created by AlmapBBDO, centres around an artistic film bringing to life the idea that: ‘It takes a legend to recognise a legend.

The dramatic black and white film stars Brazilian and Italian footballing legends and former rivals, Kaká and Fábio Cannavaro. Kaká stars in the film while Cannavaro narrates the spot. 

The artistically shot film is set to the classic aria from Puccini’s Nessun Dorma. It is a reflection of the player's personal experiences with excellence. Kaká represents legacy, as the last Brazilian to be named the best player in the world. While narration from Cannavaro provides validation and respect. 

Pairing two former rivals, the spot brings to life the idea of excellence and recognising others.

“This is a story about respect between giants and their legacies. Malbec, Kaká, Cannavaro and Puccini have come together in this new, legendary moment for the brand,” explains Eduardo Lima and Rodrigo Adam, executive creative directors at AlmapBBDO.

“True greatness doesn’t have to be trumpeted – it’s recognised over time, through consistency and choices that build legacies. Bringing Kaká and Cannavaro together in a film with this concept reinforces the perfume’s premium positioning, follows through on our strategy of connecting perfume, sports, and culture in an authentic way, and elevates the Malbec narrative to a new aspirational level,” added  Carolina Carrasco, Director of Branding and Communications for O Boticário. 

The campaign will unfold with a teaser via PR and social media, announcing Kaká as the brand’s ambassador and recalling his rivalry with Cannavaro. The full campaign rollout on TV, digital, and OOH then culminate in a special event, recorded on a podcast. 

With two sporting icons at the fore, the premium campaign exudes luxury and excellence at the intersection of football and fragrance.