CAPE Creative x Globo

FIFA World Cup 2026 Campaign

CAPE is a global experiential entertainment company that activates and tours for the world’s most influential brands.

We are creative innovators, building game-changing partnerships with household names.

We specialize in immersive, culturally impactful brand experiences

amplified by influential voices and deliver results driven by authentic social traction.

We bring local insight, integrity, and real-time collaboration to every project, ensuring each execution is relevant in its cultural context.

CAPE created a blueprint to “Make the Kid Famous” with The Patch, a pop-up residence for Sour Patch Kids touring Los Angeles, Austin, El Paso, San Francisco, and Brooklyn.

The space functioned as a hybrid artist residency and mascot-led roadshow, where musicians lived, created, and connected with fans through intimate performances — all while engaging with “The Kid” mascot.

  • Hosted top musical artists and fulfilled all rider needs, including Billie Eilish, Halsey, The Chainsmokers, G-Eazy, and Toro y Moi

  • Positioned Sour Patch Kids as the fastest-growing candy brand in the U.S., tripling YoY sales

  • Hosted 5,000+ artists over five years

  • Won the Clio Award for Experiential Strategy

  • Generated 1B+ social impressions and $400M in earned media value

  • Sparked nationwide cultural activation across major U.S. markets

Apple’s Duane Street

CAPE sourced, designed, and built Apple’s decade-long experiential platform from scratch – a secret “house” in Manhattan's TriBeCa known as Duane Street that became a flagship activation for brand launches and events. 

We partnered with Apple’s creative and technical teams to deliver environments that reinforced Apple’s creative positioning, with end-to-end logistics including permitting, scouting, and executive management.


  • Produced 3,500+ live activations for high-touch audiences

  • Designed 40,000 sq ft of modular space that became Apple’s global standard

  • Wrote the playbook for Apple’s media, influencer, and celebrity engagement

  • Developed a prototype rolled out across seven global markets

  • Operated as an always-on space 275+ days per year from 2016 onward

The Globo Opportunity

The joy of football is as much about who you watch the match with as the match itself. Who makes the game feel bigger, funnier, louder, and more alive?

The Jogador Caro Watch Party Squad

This format takes one of football’s most crucial elements — selecting a winning lineup — and brings it to the fan experience with a series of Watch Parties hosted by leading identities in their homes.

Jogador Caro

A Portuguese phrase meaning “expensive player.” It refers to a high-value footballer, or someone with elite skill, confidence, and status, often referenced in Brazilian rap.

Live Sports Are Social

Watching the match alone is no longer enough. The value has shifted to the social layer around it.

  • 73% of Gen Z fans want content on their own terms

  • 43% use social media while watching matches

  • 45% use their phones regularly during live games

  • 31% use Twitter and Instagram for updates, memes, and live commentary

Source: The Gen Z Football Report, Divrse Media

Reaction Is Part of the Fun

For a new generation of fans, commentary, humour, and real-time reactions are integral to the experience.

  • “People like to watch other people watch football”

  • 47% of Gen Z use social media primarily for entertaining content

  • 60% say TikTok is their go-to platform for this content

Source: The Gen Z Football Report, Divrse Media

Fans Follow Personalities

Attention is increasingly drawn to the individuals who give sport its style and narrative.

  • 82.3% of Brazilians watch the Champions League vs. 66.2% for the FIFA World Cup

  • Gen Z prioritises authenticity, behind-the-scenes access, and player-led fandom over institutional loyalty

Source: Brazil audience data; The Gen Z Football Report, Divrse Media

How It Works

We engage a group of trappers, creators, and culturally relevant voices to build their own Watch Party Squad for the World Cup. We’ll invite artists such as:

MatuêInstagram: 10.2M

MC CabelinhoInstagram: 12.9M

MC HarielInstagram: 16.3M

Each artist drafts their ultimate squad to watch the game in their home.

The commentator / The chef / The DJ / The hype man / The die-hard fan / The unlucky friend / The meme guy / The surprise guest / The one who knows everything / The one who knows nothing

The parties happen at the host’s actual home adding intimacy, personality, and access. #Housetours are a proven high-engagement digital format because they blend aspiration, lifestyle and proximity to talent.

The conversation begins before kickoff:

  • Who has the best squad?

  • Who made the boldest pick?

  • Which squad does everyone want to be on?

  • Who was left out?

Campaign Timeline

The Jogador Caro Watch Party campaign unfolds in four phases:

The SelectionLineup reveals, call-up videos, roster cards, and fan reactions

The AnticipationArrivals, room setup, food, music, rituals, chemistry, and pre-match tension

The MatchThe watch party rollercoaster—reactions, silence, shouting, celebration, and chaos

The AftermathRecaps, rankings, standout personalities, room dynamics, and shareable moments

Format Extension

Each squad lives on through collectible format extensions, including:

Squad Sticker Album

A collectible sticker album featuring each host’s selected guests. Part cast reveal, part fan collectible, part social currency.

Watch Party Team Jerseys

A limited-edition jersey collection designed for each watch party team, translating the vibe of every host into wearable merch.

Fan Stories: The After Match Show

A post-game storytelling platform where fan stories take center stage. Think of it like Que História É Essa, Porchat? — funny, emotional stories told by real fans.

Next Steps

The Jogador Caro Watch Party Squad campaign reinforces a central truth: the team watching the game is just as important as the team playing it.

5 trappers. 5 squads. 1 World Cup.

We look forward to hearing your feedback on this proposal.