Cannes Lions

REAL ESTATE

LEO BURNETT BRASIL, Sao Paulo / ROSSI RESIDENCIAL / 2011

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

We knew we had to go beyond the traditional advertizing for the real estate market, often boring and bureaucratic. We wanted to take a leap to transform a former industrial site into a cultural center. We created the first open air book. A literary circuit which would take people for a fun ride around the neighborhood until arriving at the development. Also, the web users were invited to write their life stories with the neighborhood. The top 10 stories were part of a book published together with the famous writer Fabrício Carpinejar. Including even a book signing evening.

Outcome

Guided by the open air book, an average of 500 people visited the sales office daily. The book became a cultural program in the city and not just in the neighborhood and was mentioned in the agenda of newspapers and magazines. People began believing in the revitalization of the neighborhood and realized that culture may be the way to do it. Hundreds of stories where posted on the site and the published book arrived with 40,000 copies printed.

After three months, more than half of the development had already been sold.

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