Baccarelli music institute, our client, is an NGO that teaches classical music to children and teens of Heliopolis, São Paulo's largest favela. One of their programs is the Heliopolis Symphony Orchestra, the first professional orchestra to come from a favela. The orchestra was in risk of being shut down, especially after the pandemic, and it didn’t help that Brazil has almost no tradition in classical music: a genre that has very little visibility in the country.

So, without any resources to invest in communication, they asked our help to come up with a creative way to give Heliopolis Symphony Orchestra the visibility they needed to maintain itself active.

Brazil talks about soccer 24/7 in all sorts of media. And since every major soccer league in the world has a signature song, we saw an opportunity to finally give the Orchestra some of the attention soccer always has.

We invited Antonio Pinto, a Brazilian Hollywood composer, to write a song in partnership with musicians from Heliópolis. The song became the new São Paulo’s State Championship theme tune and was played during game openings and broadcasts, turning the championship’s visibility into free advertising for Heliópolis Orchestra.

Part of our strategy was to invite a famous composer, someone who would draw attention to the project only with his name. That's why we reached out to Antonio Pinto, a Brazilian film score composer, famous for the soundtracks of Amy, City of God, Lord of War, Central Station and more, and invited him to be a part of the project.

We chose the São Paulo's State Championship because it's the same state where the Orchestra is from. Also, it's a state with more than 40 million inhabitants and the richest state in Brazil. All reasons that contributed in achieving our objectives.

After reaching out to the São Paulo Soccer Federation, the institution that organize and run the championship, as well as the composter Antonio Pinto, we finally had the partnerships we needed to start the project.

Antonio and his crew visited Heliopolis numerous times to brainstorm on the theme tune. They wanted a classical song with Brazilian elements to it. And finally, the signature song was born.

The Orchestra played the song live in the opening game of the Championship, on February 28th, 2021, before a São Paulo Football Club game, the 3rd team in Brazil in number of fans. As all games of the championship, it was aired on TV, radio and Internet.

The theme tune was played before the subsequent games, usually as players are entering the field. The Championship has a total of 104 matches. For now, only 64 has been played.

-697,000 dollars in earned media after only the opening game. (in Reais, the local currency, that's about 3,8M in earned media)

-103 million impressions.

The project was featured in all of the major news portals of Brazil, such as , UOL, Terra, IG, Estadão, Veja and others.

It was also featured in the main sports focused portals like globoesporte.com, ESPN.com and Blog do Juca.