Motorola, sponsor of the most important urban art festival in Latin America, asked us to reposition its brand image among youngsters. We invited 3 well-known riders with an artistic profile to project a series of work. They went into the streets, and recorded the ride on their smartphones, using the city as a canvas. The original pieces were exhibited at the festival; we communicated the action; and we launched a website where users could upload their own pieces to our virtual gallery.

Buenos Aires city

The action received broad coverage and news on the event appeared on several media. Not only did we manage to build new brand awareness within the segment, but also we got a high rate of direct and indirect contacts.