Our goals were to promote Rio’s international airport new management, together with all the good things it will bring to the airport heading for the 2016 Olympics, engage our target audience and create a positive experience with the airport.

We knew that traditional media alone wouldn’t do. We needed a creative promotional campaign that could touch each of the issues described above. Using a fun city tradition – sand sculptures – we built a model of how the airport will look like at one of Rio’s most famous and crowded beaches, reaching out to both locals and tourists in a creative and light-hearted way.

We were able to promote all the issues our client asked us, generating positive mentions and achieving all our goals.

The message’s mood had to be light, so we needed something fun. That’s where sand sculptures came in.

To build it, we reached one of Rio’s main artists to assure great quality.

To place it, we chose Copacabana, a neighborhood with many hotels and a beach that’s always crowded with both tourists and locals.

To promote what we needed, we placed posters giving all the details about the airport development.

And to assure a big reach, we did all this on a holiday, when even more people go out for a walk at the beach.

The idea was a success. With it, we were able to show locals and tourists how the airport will soon be like in a creative and effective way.

Over 40.000 people were reached, and everyone got to see how things will improve.

Locals, famous for their pride of the city, loved it. Tourists were happy to know that if they come back for the Olympics, they will find a better airport.

For the first time in quite a while, the airport began receiving positive mentions on social media, with hundreds of people posting about the idea and the future project.

The sculpture was even reported by a news program in one of Brazil’s biggest network channels.

Brand perception really improved with this idea, and all of this together showed that the airport is now finally rising up to Rio’s standards.