Apart from conventional media, we worked on a strategy that could effectively engage young people with the brand.More than speaking directly to them, we needed to interact.At GUARANA ANTARCTICA STREET FESTIVAL the entire communication was highly interactive:On print media, the ads became a mini half-pipe, graffiti and a t-shirt.We created a new media: a floor sticker applied to an underground station, giving the illusion of a skate bowl.And to reach quick coverage in an innovative way, we created a billboard that became a real half-pipe, produced by one of Brazil’s best designers. Professional athletes performed in it during an entire afternoon.Apart from the event itself, they were real media experiences.

GUARANA ANTARCTICA STREET FESTIVAL was a great success: more than 15,000 people! 50% more than in 2007!All actions gave long life to normally short-lived ads. That by itself makes “Guarana Antarctica Street Festival” ads a great success among young people. And the brand was also strengthened by the action’s spot-on approach.At a time when everyone is talking about several media’s passivity, we have shown that it is possible to be efficient and highly interactive with our target.