Instead of a simple celebration, we developed a long term platform. More than a concept for Emerson, a concept for Brazil:'Brazil, 40 years on top of the podium.'This way, we attracted different brands that are identified with this leadership positioning: Chevrolet, which branded its new car launch Omega Fittipaldi; Petrochemical Braskem, for which we created a corporate campaign based on a plastic Recycling GP in São Paulo; and Publisher Toriba, for which we suggested an exclusive Fittipaldi huge collectors book.

Clients achieved incredible repercussion: 25,000,000 fans a day; Streaming through the web, viral dissemination; Headlines in the most important Brazilian TV news: Jornal Nacional, about 25 million viewers in one night, plus huge coverage in other TV shows/channels; Front page in the 3 most important Brazilian newspapers; press coverage, 2 million dollars in publicity/day; Chevrolet Omega Fittipaldi sold out ; Braskem recycling GP collected 13.5 tons of plastic residues that originated 500 pieces of urban furniture donated to parks in São Paulo: Toriba sold more than 200 units of the book before launch.