The challenge is to create a communication that connects the sponsoring brand to the country of the World Cup and, at the same time, explore the idea that the Continental Tyres unite the Brazil, its cities and its people.

Brazilian media used to say that the World Cup will be in a continental country, because of the size of Brazil, the fifth largest country in the world. Taking into consideration that Continental is also the name of the brand's client, we used the tyre to illustrate the Brazilian cities that will receive the games of the World Cup. We illustrated Brazil on the client's product, reinforcing the greatness of the country and also the sponsor of the World Cup tyres brand.

The communication, which was exclusive to Brazil, had an impact of continental dimensions. The positive response from the public has expanded the campaign to 10 countries in Latin America, and became a TV commercial aired on major channels of Brazil, Peru, Ecuador, Chile, Argentina and Venezuela. The largest media investment ever made by the brand in Latin America.