Cannes Lions

Great Monuments, Real Samples

PUBLICIS BRASIL, Sao Paulo / CVC TRAVEL COMPANY / 2017

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Overview

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Credits

Overview

Description

To give a real taste of famous tourist destinations, we made the first campaign using real size illustrations of these destinations monuments. We used huge formats, showing only parts of the monuments at their exact sizes and proportions (that was also the same sizes of the billboards). The campaign included a call to action inviting people to travel with CVC to discover the "rest" of the monuments in person.

Execution

Pictures of the monuments would not have the definition we needed, so we recreated them with real-size illustrations to have maximum accuracy and really show all the details. The billboards used in the campaign were chosen by their sizes and locations, so we could have the impact and the reach we needed.

Outcome

The campaign is still running, but we can antecipate that the 3 billboards combined will reach 580.000 people per week. The running time will be aproximately a month, so we are talking about 2 million people reached.

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