To promote the festival, Guaraná Antarctica went to the streets to talk to its public. A half pipe ramp, an icon among skateboarders, was reproduced in 68 bus stops strategically spread throughout the city of São Paulo. One month before the event, the country’s largest city woke up with practically one skate track in each street corner, drawing people’s attention and making for a big success among skateboarding fans.

The event’s advertising proved that Guaraná Antarctica speaks the language of the youth, instigating over 10,000 people to show up in Brazil’s biggest street festival ever. The communication platform and its advertising media were so successful, that, in 2008, a planning, as extreme as this one is already being replicated.