In the business world, every day is a championship final: how Servplan Saúde scaled the right campaign for the 2026 World Cup.
- Equipe C35 Filmes
- 4 days ago
- 4 min read
The briefing that came with the
captain's armband
When Colina Marketing e Performance called us for this project, the mission was clear from the opening whistle: to create a campaign for Servplan Saúde that was big enough to occupy the media schedule of the 2026 World Cup, but smart enough to survive the end of the broadcasts.
Servplan Saúde is the largest corporate health insurance brokerage in the interior of São Paulo. With 40 years in the market , 120,000 lives managed , and a consolidated presence throughout the region—a club that has been playing in the top division for decades.
The creative challenge was proportional to the brand's history.
The metaphor that took to the field: football as a business language.
The first move that defined everything was conceptual.
Instead of seeking a generic visual approach—which is what the healthcare sector often produces—we asked the right question: what language does the entrepreneur from the interior of São Paulo already speak fluently?
The response was immediate. Football. Not as a decorative backdrop. As a complete narrative structure. The reasoning behind the campaign is simple and powerful:
Employees are players. They are the team's most important asset.
The Servplan consultant is the expert. They understand each position and develop the right plan for each company profile.
The businessman owns the club. He wants to win championships, not manage injured players.
When your best players are sidelined due to health issues, the company loses points that no one can recover. That's the real pain point for business owners. And Servplan Saúde solves exactly that. This is the concept that guides all of our content.
The production engineering that made it possible to film two movies in one day.
This is the part that matters to those making budget and schedule decisions. Producing two complete campaigns in a single day of filming isn't luck, it's production architecture. C35 Filmes structured the project so that the same cast, the same location, and the same equipment would generate enough assets for both scripts, with minimal adjustments to costumes and camera positioning between scenes. The result:
Cost : optimized without compromising delivery quality.
Timeline : completed within the World Cup window.
Volume of assets : sufficient to fund paid media, social media, and internal communications for Servplan Saúde, in addition to the event.
This model only works when creative planning and production planning happen together, starting with the briefing. When the agency and production company align their thinking before the cameras start rolling, the gains are seen on all three fronts simultaneously. Check out below how we produced this content:
The team that took the field
A campaign with this level of metaphor requires actors who understand comedic timing and camera presence. The casting was carefully considered so that each role carried the correct visual language:
Businessman / Club owner — presence of authority, controlled tension.
Servplan Consultant / Technician — trust and expertise, the guy who solves problems.
Staff/Players — energy, humor, immediate identification.
Special thanks to Matheus Borrego , Lucas Prado , and Mariana Gonçalves from Colina Marketing for their trust and partnership at every stage. And to the C35 Filmes set team: Daniel Daltre , Matheus Miniguini and Juliana Dias, Matheus Lima, Ithalo Melezinski, Karla Menezes, Rafaela Brizotti, Julio Jota, and the great cast —each in their role, delivering at the high level it should be.
CHECK OUT THE VIDEO
The campaign debuted on the media grid during the 2026 World Cup. The two 30-second films are currently running and will continue to be activated across other Servplan Saúde communication channels, exactly as planned from the briefing. A campaign that plays during the World Cup and continues to play afterward.
Frequently asked questions about producing campaigns for major events.
Is it possible to create more than one film in a single day of production?
Yes, provided that the creative planning considers this possibility from the beginning. The key is to develop scripts with visual and cast elements that complement each other, allowing scenes from both films to be interspersed in the shooting order, making efficient use of lighting, location, and crew.
How can you use metaphor in corporate campaigns without it seeming forced?
The metaphor works when it addresses a real pain point for the target audience. In the case of Servplan Saúde, the business owner from the interior of São Paulo already thinks about teamwork, scaling, and results. The campaign simply translated what he already feels into a visual language he immediately recognizes.
How far in advance of a major event is ideal for briefing a campaign?
For campaigns that need to be live at the start of the event, we recommend starting the briefing at least 90 days in advance. This allows time for creative development, approvals, production, post-production, and delivery to media outlets. Furthermore, negotiating with media outlets in advance allows you to secure more attractive sponsorship packages than leaving it to the last minute.
Why is audiovisual production strategic for B2B companies?
B2B products are high-involvement products with a long decision-making journey. Video reduces perceived complexity, humanizes the brand, and generates immediate identification with the entrepreneur's pain points—accelerating the sales cycle and strengthening customer retention.
Does your company want to lift that trophy?
If you're structuring your upcoming campaigns and looking for a production company that brings planning, creativity, and delivers results, C35 Filmes is ready to talk.
The trophy won't lift itself. 🏆
Project: Servplan Health · World Cup 2026 Agency: Colina Marketing and Performance Executive Production and Creative Direction: C35 Filmes Marketing and Media Direction: Matheus Borrego (Colina Marketing)
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