We used Google’s Street View cars and 3D mapping app to capture over 95 painted streets throughout Brazil, weaving them into an immersive, 360 degree world people could navigate using the Street View platform they already knew how to use.

Next, we created interactive banners that showed the transformation of iconic streets and drove people to the experience

And built a custom animation on Google’s homepage to invite people to take a tour.

Finally, as an Easter Egg on Google Maps, we outfitted the iconic Pegman in World Cup kits for each of the 32 participating countries.

Our :60 launch film generated 8.9MM views without any paid media. And hundreds of publications from 16 countries reported on the project.