The painted streets tradition was not getting exposed to the world and we wanted to share it. We needed to help create a platform where the world could have access to the experience.

We placed invitations to explore the content throughout the Google ecosystem. Interactive banners showed the transformation of Brasil’s iconic streets and drove people to the Street View experience.

A custom animation on Google’s homepage invited people to take a tour of Brasil’s painted streets. And finally, we created an Easter Egg on Google Maps by outfitting Pegman (the iconic orange figure) in World Cup kits for each of the 32 participating countries -- any time you saw him in his football garb, you’d be reminded to check out the Painted Streets experience.

Our :60 launch film generated 8.9MM views without any paid media. Hundreds of publications from 16 countries reported on the project. And most importantly, engagement with Street View skyrocketed.

On Painted Streets’ first day, the number of unique users on Street View grew by 70% -- the highest in the product’s history.