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Cannes Lions 2007 Media Gold: BARRIO BONITO
| See full size 1024x1312 px | |
| Released: | June 2007 |
| Brand name: | Cannes Lions 2007  |
| Category: |
Cannes 2007 Media Gold
|
| Awards: |
Cannes Lions 2007 Media Gold
|
Credits:
Type Of Entry: Product and Service
Category: Corporate Information
Title: BARRIO BONITO
Advertiser/Client: NIKE
Product/Service: NIKE
Advertising Agency, City: BBDO ARGENTINA, Buenos Aires
Country: ARGENTINA
Media/Advertising Agency, City: BBDO ARGENTINA, Buenos Aires
Country: ARGENTINA
Category: Corporate Information
Title: BARRIO BONITO
Advertiser/Client: NIKE
Product/Service: NIKE
Advertising Agency, City: BBDO ARGENTINA, Buenos Aires
Country: ARGENTINA
Media/Advertising Agency, City: BBDO ARGENTINA, Buenos Aires
Country: ARGENTINA
Credit Details:
| Name | Position | Company |
| Gonzalo Vecino | Executive Creative Director | BBDO Argentina |
| Pablo Alvarez Travieso | Executive Creative Director | BBDO Argentina |
| Gonzalo Vecino | Art director | BBDO Argentina |
| Pablo Alvarez Travieso | Copywriter | BBDO Argentina |
| Nicolas Pimentel | Account Director | BBDO Argentina |
| Vicky Ferreira Novo | Agency Producer | BBDO Argentina |
| Patricio Elfi | Art director | BBDO Argentina |
| Juan Pablo Carrizo | Copywriter | BBDO Argentina |
| Constanza Dietrich | Art director | BBDO Argentina |
| Gino Fisanotti | Marketing Manager | Nike Argentina |
Innovative Media Strategy:
Making a local action in Argentina in tune with Nike's
global campaign "Jogo Bonito" and communicating its values: Honour, Joy, Heart,
Skill and Team Spirit. We created the first football neighbourhood: "Barrio
Bonito". La Boca, a neighbourhood in Buenos Aires filled with magic due to its
distinctive architecture, people and cultural values, and one that's
historically most attached to football, became the must location. In Barrio
Bonito the spirit of the game, practiced on a daily basis by its inhabitants,
and the arts come together joining hands with a brand that's strongly associated
to Jogo Bonito around the world.
Creative Execution:
The creation of a football neighbourhood was
revolutionary for the city and in a national scale being Argentina one of the
three most passionate countries for football (Ipsos, 2006). Each action in the
neighbourhood was created to enhance each of the values being communicated and
their connection to the Argentinian people. The fact that each action was
developed by local artists is relevant and granted the entire project a unique
atmosphere filled with local colour.
Target Audience:
Barrio Bonito was opened with the presence of the
mayor of the city of Buenos Aires, Mr. Jorge Telermann, in an event that
gathered the media, sports celebrities, artists and the community as a whole.
Today, Barrio Bonito is visited by thousands of people not only from Argentina
but from around world. Currently, Barrio Bonito is listed as a "must visit"
attraction in different tour guides of the city of Buenos Aires.
Effectiveness:
With several weeks of media coverage Barrio Bonito
received USD 1.5 million in terms of investment. This wasn't an occasional
action, it's one that remains as a legacy to the neighbourhood of La Boca,
fixing the image of the brand in the spirit of its inhabitants and visitors
forever.