In 2022, Brazil’s Black Awareness Day coincided with the FIFA World Cup opening ceremony. To create awareness around the date, we ‘hacked’ a key symbol for football fans: the national jersey. YouTube Shorts turned the Brazilian jaguar into a tiger to tell the story of Arthur Friedenreich (a.k.a. The Tiger), a major football ace who was forbidden from playing in the national team just for being black. With the help of celebrities and digital creators, including Djonga, a Brazilian rap star, we sparked curiosity about the new shirt and its story across the internet.