The objective was to bring a local action in Argentina in line with Nike's global campaign "Jogo Bonito" and to communicate its values: Honour, Joy, Heart, Skill and Team Spirit.

We created the first football neighbourhood: “Barrio Bonito”.La Boca, a neighbourhood in Buenos Aires filled with magic due to its distinctive architecture, people and cultural values, and one that’s historically most attached to football, became the ideal location.

In Barrio Bonito the spirit of the game, practised on a daily basis by its inhabitants, and the arts come together, joining hands with a brand that’s strongly associated with Jogo Bonito around the world.

The creation of a football neighbourhood was revolutionary for the city and in a national scale being Argentina one of the three most passionate countries for football (Ipsos, 2006). Each action in the neighbourhood was created to enhance each of the values being communicated and their connection to the Argentinian people. The fact that each action was developed by local artists is relevant and granted the entire project a unique atmosphere filled with local colour.

At the end of the 10 days, 1053 kilometres had been accumulated. Nike donated $100 for each kilometre.