Pirelli - Christ's Gaze
Our main goal was to divulge the restoration of Christ the Redeemer, a work sponsored by Pirelli. The brand also celebrated its 85th anniversary in Brazil. All of this occurred when the country was playing host to thousands of tourists for the Fifa World Cup.
During 12 days of campaign, we segmented the communication to Rio de Janeiro and the buzz surrounding the action made it nationally known. ?The campaign was aired from beginning to end as predicted, with no considerable optimizations. The channels chosen were Google searches, display ads on the Google content network, YouTube true view, paid Tweets, Waze (with promotion and traced routes to the Christ the Redeemer). We also used posts from famous influencers on social networks, publishing their visit to the monument and pictures taken through the Christ’s Gaze camera.
Leo Burnett Tailor Made unites Leo Burnett’s creative brilliance and international experience with an innovative operational model that is 100% dedicated to understanding each client’s business. We are a convergent agency that believes in and works with communication as an integrator, with digital present throughout every brand building stage. A wholly owned subsidiary of Publicis Groupe S.A., the Leo Burnett network is a multinational ad agency with over 81 years’ experience and headquartered in Chicago. It has 96 offices in 85 countries with over 9,000 employees. Present in Brazil for 41 years, we number more than 400 in two offices (São Paulo and Brasília). We are among the three most awarded creative networks in the world, according to the Gunn Report.