Adidas, in partnership with Palmeiras, launched the commemorative jersey honoring the Heroic Comeback of 1942.

To connect the launch with a new generation of fans, we brought to life the most iconic match of that historic run: the championship derby against São Paulo FC. Behind on the scoreboard and facing a penalty that would have widened Palmeiras' lead, São Paulo walked off the pitch. That moment gave birth to the campaign "The Penalty That Was Never Taken."

The campaign film also tells the story of the club’s name change, from Palestra Italia to Palmeiras, due to World War Two. That very match against São Paulo marked the debut of the name Palmeiras, with the crowd against them.

Because "The Penalty That Was Never Taken" still echoes through Palmeiras history, the script was written in rhymes that resemble an echo themselves.

To write the match chronicle featured in a vintage style newspaper, I drew inspiration from the legendary Brazilian writer and sports columnist Nelson Rodrigues. His football chronicles had exactly the kind of dramatic flair and stylistic mannerisms that made the text feel authentic.

The Heroic Comeback of 1942. When Palestra died as the leader, and Palmeiras was born a champion.