Change perceptions of the people about Lapa, a neighbourhood in Rio de Janeiro abandoned for 30 years. This new realty project will help to retrofit the place and rescue the "pride" of inhabitants (because this is the city historical "heart" of music and arts). Now there is a space in their minds to accept a new option of living in this brand new Lapa.

The client bought the old beer factory and suggested the rennovation to De Fournier architects, who are doing the Pier37 retrofit in NY. The campaign follows the same idea: to regenerate the soul of the neighbourhood and the perception of its inhabitants. We started hiring local artists and personalities: an underground metro saxophonist to play the project's anthem; a beach sand sculpture artist to build a replica of Aches of Lapa; a famous drunk to offer rounds of drinks in bars all using the campaign T-shirt. In a short time, even soccer cheers were using giant flags and all the medium were spreading news about it.

The client invested US$1M in the campaign. The free buzz marketing is calculated at US$5M. The promotion, campaign and buzz marketing together are responsible for US$50M in sales in only 90 minutes. In fact, all the 688 apartments were sold in only 90 minutes. That is why The Guinness Book audited it. Now, Lapa also a new image. People who live there are proud again and spreading the campaign retrofit concept, and the heart of Rio de Janeiro is beating again for Lapa.