How KYIKATEJÊ transformed prejudice into pride for Brazil’s first Indigenous football club

In Brazil, calling a weak team a “team of Indians” is a common insult. For Gavião Kyikatêjê, the first Indigenous professional football club, this was not just offensive — it erased opportunity. For decades, the team had no sponsorships, leaving players and families unsupported.

The Solution

We created ‘KYIKATEJÊ,’ an animated film that reframed the insult as pride. Through Indigenous aesthetics — natural dyes, body paint patterns, ritual-inspired animation — the film retold their story with authenticity and strength.

The Execution

The film launched on the team’s own Instagram, empowering them to own their narrative. PR outreach spread the film into national and international media. Visual storytelling carried the message without need for translation: resilience, culture, and pride.

The Impact

1. Sparked public conversation about Indigenous representation in football.
2. Reframed the phrase “team of Indians” into a badge of honor.
3. Secured R$500,000 in sponsorship, the first in the team’s history.
4. Provided financial resources to support Indigenous players and their community.

The Learning

• For Use of Film: Purpose-led content can become a cultural weapon, using craft to dismantle prejudice.
• For Equality and Inclusion: Inclusion is not symbolic. It is achieved when communities gain visibility, resources, and pride.

Conclusion 

‘KYIKATEJÊ’ proves that film can be more than entertainment. It can be a force for equality, rewriting harmful stories and creating opportunities that change lives.

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