Disclose to the Brazilian population, through artistic and cultural activities, the 200th birthday of the Danish writer Hans Christian Andersen.

Hans Christian Andersen is on the Unesco list as one of the most translated and read writers worldwide. He wrote many memorable classic tales such as: “The Ugly Duck”, “ The Plumb Soldier”, “ The Snow Puppet” and "The Little Mermaid".

Globo TV broadcasted the samba schools parade nationally. The audience rating during broadcast (1h20am to 2h20am) reached 14% (share of 64%), what represented a universe of approximately 10 million people who got to know more about Hans Christian Andersen. Besides, many countries in the world received the images of this wonderful party through Globo International.

Carnival is undoubtedly the most popular and traditional party in Brazil. It massively mobilizes the Brazilian population, who eagerly longs for these 4 days of absolute fun, joy and play.The Imperatriz Leopoldinense participated in the samba parade that took place in the Sambódromo in Rio de Janeiro on Monday night with 3,200 components, in a memorable and unforgettable show.

The samba sung during the Carnival parade, “Uma delirante confusão fabulistica”, was based on the universe of Hans’ tales, and in one of the strophes his name “Hans Christian Andersen” was sung out loud by the crowds in the Sambódromo.

The school was divided in aisles and the themes and costumes remitted the crowds to Hans’ universe and his characters: the Lead Soldier, the Ugly Duck, etc.

Considering the Brazilian Carnival as a media platform, we recommended a totally differentiated and unusual communication format to accomplish the media objective: the sponsorship to one of the most traditional samba schools here in Brazil - the Imperatriz Leopoldinense. Since its foundation the Imperatriz Leopoldinense has played an important role in the diffusion of the Brazilian culture. For its Carnival 2005, the board of the Imperatriz chose the life and work of Hans Christian Andersen as the core theme of its magnificent parade.