Cannes Lions
PRO BRASIL PROPAGANDA, Belo Horizonte / NOVA ENGENHARIA & SANTA BARBARA / 2011
Overview
Entries
Credits
Execution
Solution - Belo Horizonte is going through a real estate boom. New buildings and towers are changing the city landscape, which used to be so bucolic and calm. To show that this growth has a price, we placed dumpsters in some areas with trees planted inside. Written on the dumpsters, the sentence: "Nature has less and less space in the city. In the Sanctuary it's different". And "Is it possible to build without knocking trees down? In the Sanctuary it is."
Outcome
Result - The action took place for just a week. During this time, contacts through the website and phone increased 237%. On the weekend after the action, the "Sanctuary Serra da Moeda" received 120% more visitors. And the most important: 12 deals were closed. An amazing figure when we think about 120 properties only, at an average price of R$ 600 thousand each.