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Industry: Electronics & Audio-Visual
Media:Promotion & Event
Style: Minimalism
Describe the brief from the client
Motorola was going to sponsor the most important urban art festival in Latin America and commissioned us to reposition its brand image amongst youngsters.

Describe how the promotion developed from concept to implementation
We invited well known riders with an artistic profile to join our idea, we accompanied them throughout their creative process and once they were ready, they went for a ride around Buenos Aires. They developed their sketches recording the ride through the streets on their smartphones' GPS and using the city as a canvas. The outcome was a set of original pieces to be exhibited for the first time at the urban art festival, visited by over 30,000 people. We communicated the action with outdoor interventions and we launched a website where users could upload their own pieces to our virtual gallery.

Describe the success of the promotion with both client and consumer including some quantifiable results:
The action received broad coverage and news on the event appeared on several media. Not only did we manage to build new brand awareness within the segment, but also we got a high rate of direct and indirect contacts.

Explain why the method of promotion was most relevant to the product or service
We knew traditional media wasn't enough for appealing to our target (youngsters), that's when we decided to do things differently. And really mobilise them.
Creative Director:
Art Director:
Account Supervisor:
Other credit:Brand Manager: Cristian Magnalardo,María Victoria Capoulat, Motorola Argentina
Graphic Producer: Felipe Carosella, Huanaco
Web Development: Diego Maidana, Pablo Brovelli
Cannes Lions International Festival of Creativity 2012
Bronze Promo
Best Sponsorship or Partnership Campaigns
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