M&C Saatchi Milan Takes a 'Small' Souvenir from the World Cup

Christ the Redeemer – the famous monument that overlooks Rio de Janeiro from Corcovado hill – has suddenly appeared in Piazza Dante in Naples today, ‘downloaded’ via Fastweb.

The idea, designed by M&C Saatchi Milan in collaboration with Archdiocese of Rio de Janeiro, will promote and demonstrate the speed of Fastweb (the fastest broadband provider in Italy).

Silvio Meazza, M&C Saatchi Interactive partner, said: “We are happy to collaborate again with Fastweb (following the Fastline #Shibuya campaign at Moscova metro station, Milan) to provide new and tangible evidence of what it means to have a faster internet connection. Christ the Redeemer, the symbol of Brazil, has been one of the most downloaded and shared image of the year, downloaded once again – for real this time – with all its weight, straight to the heart of Naples.”

A reproduction of the famous statue – standing 20 metres tall – from morning to evening in the centre of Naples, effectively transforming it for a day into Rio de Janeiro.

Vicenzo Gasbarro, M&C Saatchi Creative Partner, said: “Fastweb’s latest ‘download’ – Christ the Redeemer – will bring about a carousel-style carioca of television crews, musicians, dancers and capoeira, which will mingle and interact with people in a mix of colours, music and emotions in a unique Neapolitan fashion. This is a brilliant opportunity for conversation between different cultures online.”

The whole experience will also take place online. ‘Immaginapuoi.it’ is an online platform on which even those who may not have the chance to witness this epic ‘download’ will be able to follow the event live through video highlights, news, comments, and photos from a variety of social networks.

The Archdiocese of Rio de Janeiro added: "Companies that support the monument of Christ the Redeemer, contribute directly to:  The maintenance of the monument, indoor and outdoor lighting, structural improvements and social projects. Having the support of Fastweb  to a monument known around the world as a national brand as well as making all of this happen, reinforces the image of those companies who support everything we fight for: a more just, fraternal and interconnected people. And as Christ himself, with open arms towards the world.”