Cannes Lions

RAISE THE ROOF

OPEN AND PARTNERS, Sao Paulo / UNILEVER / 2014

Awards:

1 Shortlisted Cannes Lions
Case Film
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Case Film
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Overview

Entries

Credits

Overview

Description

While in Brazil Branded Content is the novelty when it comes to advertising, in Favela do Alemão things act differently.

This area of Rio de Janeiro was an extremely dangerous place dominated by criminals, resulting in an unexplored territory for brands. After the pacification process, which happened in 2010, this scenario has changed and Favela do Alemão became a great opportunity for brands. Since it has more than 150 thousand inhabitants and became a media spotlight, being also the main theme of a Brazilian soap opera transmitted on Globo, the biggest national TV channel. However, brands cannot only be exposed there receiving nothing in return because it is a place dominated by poverty, so it would be an opportunistic move. They need to bring something good for these citizens.

Execution

We decided to take an art exhibition to a forgotten and risky area, where art is never at the forefront. Therefore, we had to find a different way to cause impact and bring a new perspective to the community.

With the theme Happiness, the 1st Aerial Exhibition at Favela do Alemão was born. Several pieces were displayed on the roofs of houses on the hill and could only be seen from the cable car.

Outcome

Results

The gondola lift is already the most visited tourist attraction in Rio de Janeiro:

• Sugar Loaf (6,000 visitors per weekend)

• Christ the Redeemer (9,000 visitors per weekend)

• Alemão Cable Car (14,400 visitors per weekend)

1,360 m² of art on the roofs.

U$ 909,000 return on free media.

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