Titanium > Titanium and Integrated
BARRIO BONITO
BBDO ARGENTINA, Buenos Aires / NIKE / 2007
Awards:
Overview
Credits
Overview
CampaignDescription
The objective was to bring a local action in Argentina in line with Nike's global campaign "Jogo Bonito" and to communicate 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 ideal location.
In Barrio Bonito the spirit of the game, practised on a daily basis by its inhabitants, and the arts come together, joining hands with a brand that’s strongly associated with Jogo Bonito around the world.
Implementation
The creation of a football neighbourhood was revolutionary for the city and on a national scale, Argentina being one of the three most passionate countries about football (Ipsos, 2006). Each action in the neighbourhood was created to enhance each of the values being communicated and their connection to the Argentine 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.
Relevancy
Barrio Bonito was opened in the presence of the mayor of the city in an event that gathered the media, sports celebrities, artists and the community together as a whole. Barrio Bonito received USD 1.5 million in terms of investment from the media coverage.Today, Barrio Bonito is listed as a "must visit" attraction in different tour guides of the city of Buenos Aires.This wasn’t a one-off 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.
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