Instead of a simple celebration, we developed a long term platform. More than a concept for Emerson, a concept for Brazil:'Brazil, 40 years on top of the podium.'And we activated the project for our new car, first by branding it as Omega Fittipaldi and making a series of integrated and customised activations targeted at the press, opinion makers and brand customers.

The Chevrolet Omega Fittipaldi sold out just after the launch. The brand garnered unprecedented press coverage worth over $2 million of media impressions in one single day. This included front page space on the 3 newspapers with the broadest circulation in Brazil, along with significant TV coverage including a segment on Famous TV Globo Jornal Nacional, with over 25 million viewers. In addition, the social media generated 25,000,000 fans a day.