In 2014, thousands of people came to Brazil for the World Cup. MASP – the largest art museum in Latin America needed to bring the greatest number of foreigners to the museum and increase the awareness that MASP is one of best options when it comes to tourism in Sao Paulo. We wanted to make the best out of the moment, but without spending a fortune, just like the brands that sponsored the competition did. So we managed to catch the target audience's attention in a fun and unique way: using the foreigners’ language in ads that ran on mass mediums like billboards, newspapers and social networks.

The campaign generated a great buzz everywhere, in local and foreign newspapers, TV channels and websites.

We managed to catch the target audience's attention in a fun and unique way: using the foreigners’ language in ads that ran on mass mediums like billboards, newspapers and social networks.

We got over U$2,000,000 in earned media and 15% increase of paying visitors.