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"}.text-right .ordered li::before{position:relative;top:0;height:100%;right:5px;font-size:20px;font-weight:700;counter-increment:listCounter;content:counter(listCounter) ". "}.text-left .ordered li::before{position:fixed;top:0;height:100%;left:0;font-size:20px;font-weight:700;counter-increment:listCounter;content:counter(listCounter) ". "}.text-left .ordered .text{padding-left:20px}.text-center .notOrdered li::before,.text-left .notOrdered li::before,.text-right .notOrdered li::before{content:"•";position:relative;top:4px;height:100%;font-size:30px;right:5px;left:0;margin-right:10px}.quote .grid-first.valign-top{padding-top:40px}.quote .grid-third.valign-bottom{padding-bottom:40px}.quote .quote-columns{display:grid;grid-template-columns:11% 89%}.quote .title{margin-top:2px;letter-spacing:.4px;font-size:20px;line-height:25px;font-weight:400;font-family:UOLTextItalic}.quote .quote-open:before{content:"\201C";font:normal 100px/87px UOLText,Georgia,serif}.quote .quote-open:after,.quote .title:after{width:inherit;height:inherit;content:none}.quote p{letter-spacing:0rem;font-size:.86rem;line-height:0rem}.quote .author{font-size:14px;line-height:20px;font-weight:700}.quote .author-description{font-size:14px;line-height:18px}.list-photo,amp-story-page[id^=page] ul{grid-gap:initial}.list-photo{grid-template-rows:33.33% 66.67%}.list-photo .grid-first{height:100%}.list-photo .grid-second{display:initial;height:100%;padding:1.467rem 1.8rem 0 1.8rem}.list-photo .grid-first amp-img{width:100%;height:100%}.list-photo .grid-first img{height:100%;object-fit:cover}.list-photo .title:after{background:#fff}.list-photo ol li:before,.list-photo ul li:before{color:#fff}.photo-two-thirds-bottom{background:#fff;color:#000}.photo-two-thirds-bottom{grid-template-rows:33.33% 66.67%}.photo-two-thirds-bottom .grid-second{height:100%}.photo-two-thirds-bottom .grid-first{padding:2.5rem 1.8rem 0 1.8rem}.photo-two-thirds-bottom .grid-second img{height:100%;object-fit:cover}.photo-two-thirds-top{background:#fff;color:#000}.photo-two-thirds-top{grid-template-rows:66.67% 33.33%}.photo-two-thirds-top .grid-first{height:100%}.photo-two-thirds-top .grid-second{padding:0 1.8rem}amp-story-page[id^=page] .layer-image div[class^=grid-]{height:100%}amp-story-page[id^=page] img{height:100%;object-fit:cover}amp-story-page[id^=page] .photo-two-thirds-top p{padding:0}.photo-two-thirds-top .grid-first img{height:100%;object-fit:cover}#credits{background:#fff}#credits .logo{display:grid;width:100%;justify-items:center}#credits .grid-first .logo{padding-top:40px;padding-bottom:1rem}#credits .grid-second .sponsors{padding-bottom:40px}#credits .published{display:block;line-height:2rem;padding-bottom:1rem}#credits .published span{display:block}#credits .published:after{content:''}/* !end-color-cp:amp-stories-story-editorial *//* !color-cp:youtube-embed */@-webkit-keyframes rotate-center{0%{-webkit-transform:rotate(0);transform:rotate(0)}100%{-webkit-transform:rotate(360deg);transform:rotate(360deg)}}@keyframes rotate-center{0%{-webkit-transform:rotate(0);transform:rotate(0)}100%{-webkit-transform:rotate(360deg);transform:rotate(360deg)}}.youtube-embed .loading path{fill:#42A64B}/* !end-color-cp:youtube-embed *//* !color-cp:wording-info */.wording-info .wording-info-box .wording-description 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Hoje sucesso, Canarinho surgiu fofo em 2014 e 'encalhou' até versão Pistola
Canarinho em frente à Arena Rostov, palco de Brasil x Suíça na Copa da Rússia
Imagem: Lucas Figueiredo/CBF
Dassler Marques, Ricardo Perrone e Thiago Rocha
Do UOL, em Sochi (RUS) e São Paulo
19/06/2018 04h00
Nem só de sucesso vive a relação entre o Canarinho e a torcida brasileira. Antes de virar fenômeno nas redes sociais e ganhar o apelido Pistola, por conta da cara "enfezada", termo que a CBF prefere usar, a mascote da entidade era uma ave "fofa". O visual infantil, criado quatro anos atrás, foi um fiasco como produto e caiu no ostracismo depois do vexame da seleção na Copa do Mundo de 2014.
- Simule os classificados e o mata-mata do Mundial - Neymar S/A: a engrenagem por trás do maior jogador de futebol do Brasil - De ídolo a homem de negócios, Ronaldo tem tudo a ver com a seleção atual
Criado para comemorar os cem anos de fundação da Confederação Brasileira de Futebol, a primeira versão do Canarinho foi lançada em 23 de junho de 2014, mesmo dia em que o Brasil venceu Camarões por 4 a 1, em Brasília, pelo Mundial. Uma divulgação protocolar, sem alarde nem pompas, resumida em três curtos parágrafos de uma nota publicada no site da entidade. A pelúcia da mascote estava disponível apenas na loja que fica na sede da CBF, na Barra da Tijuca, Zona Oeste do Rio de Janeiro. O texto informava que o boneco poderia ser encontrado "também em outros locais", mas sem especificar quais.
Relegado até por seus criadores, também porque não poderia ser comercializado nos locais de jogos da Copa por restrições impostas pela Fifa, o Canarinho "feliz" encalhou, situação que só piorou após a derrota da seleção por 7 a 1 para a Alemanha, na semifinal. A própria CBF comprou lotes da Dartel Toys, parceira da entidade na produção da pelúcia, e distribuiu bonecos como souvenires a aliados e patrocinadores. Outras unidades foram entregues à doação, segundo apurou o UOL Esporte .
Mais uma vítima do maior vexame da história do futebol brasileiro, o Canarinho desapareceu da mesma forma que surgiu: sem ser notado.
A primeira versão do Canarinho da CBF, lançada em 2014
Imagem: Divulgação/CBF
Símbolo de uma nova identidade Em campo, resgatar a autoestima do futebol brasileiro virou missão de Tite. Fora dele, era necessário reaproximar-se do torcedor, uma missão inglória estando a CBF inundada em acusações criminosas que envolviam os seus últimos três presidentes. Nesse cenário, no fim de 2016, ressurge o Canarinho, com visual repaginado: irreverente, marrento, habilidoso com a bola, patriota e com cara de mau, mas sem perder a ternura. A influência mais visível vem de mascotes das ligas esportivas dos Estados Unidos, especialmente a NBA.
"No Brasil, se jogar uma pelada, a final da Copa do Mundo ou qualquer coisa, futebol com a sua família, você já fica com uma cara mais enfezada querendo ganhar, a gente não aceita perder. Precisa ter identificação com o torcedor. Então, não adianta perder e ele estar com cara de feliz da vida. Não tem sentido", explicou Gilberto Ratto, diretor de Marketing da CBF, que prefere não relacionar a remodelação da mascote com a crise na entidade. "Se tivesse ou não problemas como esse, a gente criaria o produto de qualquer jeito. Não tem nada a ver com a parte política", afirmou ao UOL Esporte .
"O briefing da CBF pedia um semblante mais confiante, sagaz, de força, de vitalidade. Por isso, ele tem um peitoral mais forte. A ideia era fazer uma mascote que ao mesmo tempo fosse simpática, transmitisse essas características de força e respeito, misturado com a simpatia", complementou Thiago Mendes, sócio-proprietário e diretor de criação da Dartel Toys, empresa de Goiânia que confeccionou a nova versão do Canarinho.
A primeira aparição da mascote recauchutada ocorreu em outubro de 2016, na Arena das Dunas, em Natal, palco da partida entre Brasil e Bolívia, pelas Eliminatórias da Copa de 2018. A empatia com o torcedor foi imediata, a ponto de os perfis da CBF nas redes sociais serem metralhados por críticas de seguidores quando, em 2017, a versão feliz da mascote renasceu das cinzas no evento Somos Futebol, obrigando a confederação a se explicar.
O ambiente virtual tem papel primordial no sucesso do Canarinho, que recebeu a alcunha Pistola, gíria usada nas redes sociais quando alguém perde as estribeiras. A CBF torce o nariz para o apelido, tanto que orientou a Rede Globo a não disseminá-lo nas transmissões da Copa do Mundo da Rússia.
"Popularizou. A gente, particularmente, não usa. Porque tem quem possa achar que não é bacana, que é ofensivo, então a gente respeita a todos. Até porque o nome dele é Canarinho. Ele é um canário, o nome é Canarinho, não tem mais nada", disse Ratto.
Goste ou não do "sobrenome", o Canarinho Pistola caiu no gosto popular e passou a receber atenção diferenciada da CBF. Para capitalizar com o clima de Copa sem infringir as regras da Fifa, a mascote viajou para amistosos no exterior e também para Sochi, base da seleção na Rússia, e fez aparições em pontos turísticos de cidades como Paris, Londres, Liverpool, Viena e Moscou. As visitas foram registradas em foto e vídeo, abastecendo as plataformas digitais da entidade.
- Não há birra com a CBF que resista ao Canarinho Pistola, a mascote mais querida do Brasil
O público-alvo do marketing da CBF, ao criar um conceito diferente de mascote, é o público jovem, explica Gilberto Ratto. "A gente fez um estudo também com a molecada. Na nossa época, você vai tirar foto com criança e a mãe até dava um tapa na cabeça para sorrir para a foto. Hoje, o moleque de 10 anos está sorrindo, mas vai tirar foto e faz cara de mau. Sem risadinha. É uma outra geração, a gente tem de entender essa geração, não é igual a nossa. A gente começou a entender isso, entender como funciona as mascotes, começa a aproximar com o torcedor e aí vai surgindo o nosso Canarinho."
Você pode ter o seu próprio Canarinho Pistola Canarinho "dá selinho" em torcedora nas ruas de Rostov-on-Don
Imagem: CBF/oficial
No fim de maio, novamente com um comunicado no site oficial, porém com divulgação mais incisiva, a CBF lançou a pelúcia do Canarinho "enfezado", com direito a criação de uma loja virtual, chamada Meu Canarinho, para comercialização online. Há menos de um mês no ar, o endereço chegou a receber 20 mil visitantes/dia. Uma estimativa de vendas será feita após a Copa, já que o torneio na Rússia, e consequentemente o sucesso da seleção em campo, deverão potencializar as vendas.
Na loja da sede da CBF, dias após o anúncio do produto, 500 unidades do Canarinho foram vendidas em um único dia, a maioria adquirida por adultos. "Isso surpreendeu", destacou Ratto. "Claro, [o adulto] vai comprar para o filho, mas se bobear o filho não pediu. Ele achou legal para caramba e vai dar para o filho. Tem isso muito. Muito adulto comprando. Muita gente quer, patrocinadores ligam", valorizou o diretor da CBF.
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