Corinthians highlights award win for anti-racist campaign that featured Hugo Souza as protagonist

- By Fabio Luigi / Central do Timão Editorial

Corinthians highlighted through an official note, during the afternoon of this Thursday (25), the award of two Lions at the Cannes Lions International Festival of Creativity for carrying out the campaign "Racismo Não Se Encobre", created at the end of February 2026 in a partnership with AlmapBBDO. Its protagonist was goalkeeper Hugo Souza, the target of racist insults from Portuguesa fans after the final whistle of the quarter-finals of the Campeonato Paulista, in Canindé.

The award in question was a Silver Lion in the Print C Publishing - Corporate Purpose C Social Responsibility category, as a way of recognizing work that, through communication, generates a social impact to promote relevant struggles for society. The second, in turn, was a Bronze Lion in the PR - Real Time Response category, which rewards public relations actions taken as a creative and strategic response to an event or context of public interest at the time it happens.

Photo: Disclosure/Corinthians

In this second category, Corinthians was the only representative from Brazil to be awarded. The campaign also included a shortlist for the awards. The action/campaign "Racismo Não Se Encobre" was carried out on February 25th, in the 1 x 1 draw with Cruzeiro, at Mineirão, in the fourth round of the Brazilian Championship, where the athletes entered the field with the phrase "Racism is Crime" printed on the top of the uniform collar, bringing the shirt to the top of the mouth to translate the message to be transmitted.

On that day, the Corinthians uniform also had a QR CODE, which when scanned, directed people to a website where there were guidelines on what actions to take when they witnessed or suffered some type of racial discrimination. As a form of awareness, an anti-racist protocol began to be implemented in games at Neo Química Arena.

The Cannes Lions International Festival of Creativity takes place in the city of Cannes, France and usually brings together approximately 12 thousand people spread across more than 100 countries, being considered the largest and most prestigious award in the advertising, marketing and communications segment in the world.

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Source: Timao Central