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BARRIO BONITO
BBDO ARGENTINA, Buenos Aires / NIKE / 2007
Awards:
Overview
Credits
Overview
CommunicationGoal
Making a local action in Argentina in tune with Nike's global campaign "Jogo Bonito" and communicating its values: Honour, Joy, Heart, Skill and Team Spirit.
We created the first football neighbourhood: “Barrio Bonito”.La Boca, a neighbourhood in Buenos Aires filled with magic due to its distinctive architecture, people and cultural values, and one that’s historically most attached to football, became the must location.
In Barrio Bonito the spirit of the game, practiced on a daily basis by its inhabitants, and the arts come together joining hands with a brand that’s strongly associated to Jogo Bonito around the world.
Effectiveness
With several weeks of media coverage Barrio Bonito received USD 1.5 million in terms of investment.This wasn’t an occasional action, it’s one that remains as a legacy to the neighbourhood of La Boca, fixing the image of the brand in the spirit of its inhabitants and visitors forever.
Execution
The creation of a football neighbourhood was revolutionary for the city and in a national scale being Argentina one of the three most passionate countries for football (Ipsos, 2006). Each action in the neighbourhood was created to enhance each of the values being communicated and their connection to the Argentinian people. The fact that each action was developed by local artists is relevant and granted the entire project a unique atmosphere filled with local colour.
MediaStrategy
Barrio Bonito was opened with the presence of the mayor of the city of Buenos Aires, Mr. Jorge Telermann, in an event that gathered the media, sports celebrities, artists and the community as a whole. Today, Barrio Bonito is visited by thousands of people not only from Argentina but from around world. Currently, Barrio Bonito is listed as a "must visit" attraction in different tour guides of the city of Buenos Aires.
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