Brazil is the largest Catholic country in the world.

It is no coincidence that one of its greatest icons is the Christ the Redeemer statue. A monument that welcomes thousands of tourists every day and which is a true symbol of protection to Brazilians. No tourist comes to Rio without taking photos of the Christ statue, without being moved and fervently asking that he watch over us.

In early 2014 the Christ was damaged by lightning. And the brand responsible for completely restoring the monument was another symbol of protection: Pirelli, which was celebrating its 85th anniversary.

In order to spread the news, reinforcing the relationship between the brand and the public, a small miracle was performed, with the support of social networks.

Cameras were installed on top of the monument, and we gave the Christ statue its own profile on Instagram. For the very first time in history such an important monument began photographing, posting and tagging its visitors using their Instagram accounts as if they were close friends.

With its photos, The Christ’s Gaze action answered requests from thousands of devoted followers, moving them and proving that Christ the Redeemer is indeed watching over us all.

- U$ 2.5 million in spontaneous media.

- 109 million people impacted.

- 12,000 tourists photographed.

- Return 20 times higher than the amount invested.