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Case study · Campaign scripts and corporate film · 2023
Copa Coamo at 30: three scripts for the goal of togetherness.
In 2023, Copa Coamo turned 30, and I was invited to write the story of that celebration: the corporate film for the grand final, the promo that invited co-op members to the party and the closing film announcing the champions. Three pieces, three running times and three moments of the same event, written for Coamo Agroindustrial Cooperativa, one of the most important cooperatives in Brazilian agribusiness.
About Coamo
A cooperative born from togetherness that became a driving force of Brazilian agriculture
Coamo was founded in 1970, in Campo Mourão, when 79 farmers decided to join forces on acidic land that many considered unfit for planting. More than half a century later, that union brings together 32,736 members and 10,521 employees in the Brazilian states of Paraná, Santa Catarina and Mato Grosso do Sul. In 2025, the cooperative received the harvest at 118 facilities and reported global revenue of R$ 28.7 billion, among the largest in Brazilian agricultural cooperativism.
To me, Coamo is proof that Brazilian farming grows when families grow together. Every member carries a property, a history with the land and a whole family behind the work. Writing for an institution of this size calls for respect for all of that.
The challenge
Thirty years of emotion to fit into a few minutes on screen
Copa Coamo has been held every two years since 1993, and it is the most meaningful event for co-op members because it brings families together. Coamo itself describes the Copa as the largest rural sports event in Brazil. In 2023, it was turning 30, returning after some time away from the pitch and debuting women's beach volleyball. There was a lot of news to share, an audience spread across three states and three decades of accumulated emotion.
My job was to turn all of this into stories that a co-op member would recognize as their own in the very first second on screen. Coamo is a welcoming cooperative that treats members and partners like family, and I knew the scripts needed that same warmth.
The grand final film
"Raízes de União" (Roots of Togetherness): 30 years of Copa Coamo
A film about memory, from the boy in the backyard to the goal in the grand final.
It opens in the late afternoon, with golden light over the crops and a farmer turning on the radio in his machine to hear the Copa spot. Down the road, the children come back from the city for a family practice. The reunion between father and son brings back memories of the boy who kicked a ball in the backyard, and that boy takes the viewer to the Copa fields.
I used the radio spot inside the scene to deliver the details of the edition without breaking the emotion, and I wrote a narration that builds in a crescendo to celebrate the 30 years, introduce women's beach volleyball and remind everyone that every goal engraves in the fans' hearts the pride of belonging to Coamo.
How I built the pieces
One central idea unfolded across three formats
Before writing the first scene, I defined the idea that would run through all three pieces: tradition passed down from father to son and the family's passion for the land and for the Copa. That thread allowed each film to have its own length, purpose and tone, and allowed the three together to tell a single story.
"Raízes de União"
A film about memory, with the radio spot inside the scene and a crescendo narration for the Copa's 30 years.
"Vem aí, a grande final" (The grand final is coming)
A boy, the old trophy in the china cabinet and a little goal set up in the backyard with cans of Coamo cooking oil. The cooperative's own products became the setting for the game, and the voice-over invited families to the July 29 final at Arcam.
"Paixão e União" (Passion and Togetherness)
A text of thanks and celebration for the announcement of the champions, structured to receive the winners' names on the day of the final, with the first women's beach volleyball trophy going down in history.
The pieces published by Coamo
The promo and the champions announcement
"Vem aí, a grande final"
"Copa Coamo 2023: Chamada da final" · 07/24/2023 · 30 s
"Paixão e União"
"Copa Coamo 2023: Resultados da grande final" · 08/03/2023 · 3 min 06 s
Films published on Coamo's official YouTube channel. Concept and scripts: Léo Bento, Mentoniano.
From script to film
The script beside the film
In these videos, the original script scrolls beside the scene, line by line, with a yellow dot marking the line on screen.
The celebration
Family, fans and the field: what the scripts called for and the Copa delivered
Frames from the films published by Coamo on YouTube.
What this project shows about my work
Five skills in service of an iconic event
Listening before writing
I immersed myself in the history of the Copa and what it means to families before proposing a single scene.
One idea, many formats
The same concept carried a film of more than five minutes, a 30-second promo and a closing film.
Information with emotion
Dates, venues, news and results reached the audience inside the story, with no press-release tone.
Copy written to be spoken
The narrations were written for the announcer's voice, with stadium rhythm and the warmth of a family conversation.
Brand voice
Every piece ends with the Copa signature, "O jeito gostoso de viver o Cooperativismo" (the joyful way to live cooperativism), reinforcing the identity Coamo has built over 30 years.
The grand final
6,000+
people at Arcam, in Campo Mourão, on July 29, 2023
"The best of all editions," in the words of Coamo's executive president, Airton Galinari.
That Saturday, families from all three states watched more than 80 games and champions who came out of 32 regional stages. Having written the story of that moment is one of the proudest achievements of my career.
Sources: BR Cooperativo, Agência Estadual de Notícias do Paraná, ISTOÉ / Estadão Conteúdo, Gazeta do Povo and Coamo's YouTube channel, accessed in October 2026.
Credits
Who took part
I am grateful to Coamo for the warm welcome in every conversation about the scripts, and to Terra, who made the introduction and trusted my work on a project of this scale.
| Client | Coamo Agroindustrial Cooperativa, Campo Mourão, Paraná, Brazil |
|---|---|
| Event | 16th Copa Coamo de Cooperados, 2023 |
| Concept and scripts | Léo Bento, Mentoniano |
| Introduction | Terra, who introduced Mentoniano to Coamo |
The published films went through production and editing and do not always follow the script word for word, as happens in every production. Production, direction and voice-over credits were not published in the sources consulted, so they do not appear here.
More work
More stories written for brands that are part of people's lives
See also the REC Mart case study, another partnership that started through Terra, and the Prat's PRO+ campaign.
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Do you have an event that is part of your community's heritage and needs a story to match? Let's talk about the script.
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