The Sustainable Act is the biggest sustainability act in Latin America. Pinheiros river, one of the most polluted rivers in the world, has unfortunately become a city landscape. To promote the 6th event edition we created the impossible 1st Swimming Competition in Pinheiros River. The competition was endorsed by the Olympic athlete Fernando Scherer, known as Xuxa, who invited the whole population to participate in this competition which later on would be revealed as a fake one. The idea was put sustainability in the center of the conversation. And it worked. In no time people started questioning the “absurd” idea, making the Sustainable Act one of the trending topics in São Paulo. The event was a success.

 The campaign was divided into two moments: teaser and revelation. We promoted the 1st swimming competition in the Pinheiros River by sending press-kits to the most important journalists in São Paulo. Each press-kit had a special swimming cap and swimming goggles. On social networks we had Fernando Scherer endorse the campaign with the hashtag #ProvaRioPinheiros. The public was also invited to participate the competition by reposting the hashtag. Days after the campaign was reveled. It was a fake competition inviting people for the 6th edition of the Sustainable Act event.

With the press-kits and online media the 1st Swimming Competition in the Pinheiros River was trending topic on the main media vehicles in Brazil, impacting more than 30 million people.