Advertiser: GRUPO PETROPOLIS
Agency: Y&R SÃO PAULO
Category: Best Use of Ambient Media: Large Scale
Planning Vp: David Laloum (Yr Brasil)
Marketing Director: Douglas Costa (Grupo Petropolis)
Media Coordinator: Adriana Nunes (Yr Brasil)
Creative Director: Marcelo Fedrizzi (Yr Brasil)
Client Services Director: Flavia Fusco (Yr Brasil)
Creative General Director: Flavio Casarotti (Yr Brasil)
Media Director: Glaucia Montanha (Yr Brasil)
Art Director: Gustavo Holanda (Yr Brasil)
Media Supervisor: Naiara Azevedo (Yr Brasil)
Art Buyer: Monica Beretta (Yr Brasil)
Copywriter: Felipe Barbosa (Yr Brasil)
Planning Director: Joao Gabriel Fernandes (Yr Brasil)
Copywriter: Mariana Albuquerque (Yr Brasil)
Copywriter: Rafael Lopes (Yr Brasil)
Creative Director: Rafael Merel (Yr Brasil)
Media Supervisor: Alexandre Viegas (Yr Brasil)
Graphic Production: Elaine Carvalho (Yr Brasil)
Art Buyer: Giuliano Springhetti (Yr Brasil)
Media Vp: Gustavo Gaion (Yr Brasil)
Client Services Director: Luiz Villano (Yr Brasil)
Execution
We built the largest Senhor do Bomfim ribbon. With almost 1km long, it covered the whole circumference of the stadium, and that will be included on the Guinness Book of Records. It took 9 cranes, 18 operators plus 36 installers, and about 100 people were involved on the project.On the opening day, when the wish for a new stadium came true, the ribbon fell off, revealing the presence of Itaipava naming the arena.
Effectiveness
The action generated more than 18 thousand online citations, and more than 200 news articles were published about it, reaching more than 20 million people.
Strategy
The wrist ribbon of Senhor do Bomfim is one of the main and most traditional symbol of Bahia state, and in the popular belief it is used to make wishes. The tradition is to wrap the ribbon on the wrist and make three knots, and make a wish for every knot. The legend says that the ribbon will only fall off when the wishes come true.The idea was to use the power of that symbol and the belief itself to promote the arrival of the Itaipava beer in the market of Bahia state and the acquisition of the naming rights of Fonte Nova Arena, a soccer stadium that will be one of the World Cup stages in 2014, as a gift to Salvador, the state capital.