One month before the event, the country’s largest city woke up with practically one skate ramp in each street corner, drawing people’s attention and making a big success among skateboarding fans. It was using this different, innovative, and bold format that the festival’s communication managed to stand out and its concept was easily understood by the target. We made tangible an icon of our public universe, adding value to the event’s communication.

The event’s advertising proved that Guaraná Antarctica speaks the language of youth, instigating over 10 thousand people to show up in Brazil’s biggest street festival ever. The communication platform and its advertising media was so successful that a plan as extreme as this one is already being replicated for 2008.