Buscapé, protagonist of City of God, has evolved from a photography-loving boy to a renowned photojournalist. At the request of his friend Barbantinho, a community leader, Buscapé returns to the City of God to cover a slam — a Brazilian rap battle — competition.

There, he spots an out-of-place peacock, prompting an investigation with a local. Equipped with his Motorola smartphone and Telefónica Vivo's 5G connection, he uncovers a major story: a local gang is trafficking wild animals.

At the gang's hideout, Buscapé snaps photos and shares them, but the gang notices him, sparking a chase through the slum. Barbantinho saves Buscapé's life, but tragically loses his own in the aftermath of the chaos.

In the end, Buscapé must choose the newspaper's cover story: the animal trafficking or the Slam competition. He selects the latter, recognizing its potential to transform lives in his childhood community.

Motorola, an iconic mobile phone brand, saw its presence in Brazil's premium market decrease due to Samsung and Apple's growth. To address this, Motorola partnered with Telefónica Vivo to launch the Moto Edge 30, featuring the brand's best camera. The goal was to emotionally reconnect with consumers aged 30-45 and encourage consideration for premium Motorola phones with Vivo's 5G connection.

The challenge was finding a spokesperson to resonate with Brazilians and endorse the Moto Edge 30's photography power, while being unique and untied to other brands. The solution was the character Buscapé from the acclaimed film City of God. Even after 20 years, the film still resonates with Brazilians, making Buscapé the ideal spokesperson to promote the new technology and establish an emotional connection with the target audience.

The 14-minute short film was considered as vibrant and intriguing as the original, receiving praise from various sources. Several outlets, such as Shots, Adweek, AdAge, Little Black Book, and Folha de São Paulo highlighted its vibrancy, stirring nature, gorgeous visuals, skillful storytelling, and being a good example of branded content.

This collaboration between the underdogs resulted in:

- 1 million total viewing hours of content.

- 310 million impacts

- Record sales for Motorola in partnership with Telefónica Vivo

Due to popular demand, Buscapé's story will continue in a series produced by HBO MAX, showcasing the power of branded content.

The work was designed specifically for the Brazilian market, considering the cultural context, regional nuances, and audience preferences. Focusing on City of God, a renowned Brazilian film, the project resonated deeply with local audiences familiar with the movie and its characters.

Buscapé, the protagonist, reinforced this connection as an iconic figure in Brazil's cinematic history. The storyline incorporated elements like the Brazilian rap battle, or slam competition, reflecting the country's cultural scene.

Utilizing local talent, including the original cast and director Fernando Meirelles, ensured an authentic portrayal of Brazilian culture. By integrating Motorola's smartphone and Telefónica Vivo's 5G connection into the narrative, the project demonstrated the product's relevance to the Brazilian market, creating a targeted and effective advertising campaign.

Understanding the cultural context of Brazil is crucial to comprehending the impact of this project. City of God, released in 2002, is not just a film but an integral part of Brazil's cultural fabric. It depicts the harsh realities of life in Rio de Janeiro's slums, resonating deeply with the Brazilian audience and gaining international acclaim.

The Brazilian slam rap battle featured in the project is another cultural element that speaks to the country's vibrant music and arts scene, further connecting with the local audience.

Nostalgia has played a significant role in Brazil, particularly during the pandemic, as people sought comfort in familiar stories and characters from their past. By reviving Buscapé's story and incorporating modern technology like Motorola's smartphone and Telefónica Vivo's 5G, the project successfully bridged the past and present, creating an emotional bond with the audience that transcended traditional advertising.