Sponsored Walls

Brazilians were sure to do two things during the World Cup. First: stop to watch their national team play, and second: paint the streets to show their support. It’s a tradition. So, Guaraná Antarctica, the official Brazilian soccer crowd sponsor, thought: why make traditional advertising if we can respectfully borrow and turn the crowd’s art into our campaign? So we created the Sponsor Walls, and instead of buying traditional media we decided to buy walls and support real people all over the 5 Brazilian regions. We created a new media format more effective than traditional OOH while supporting local residents. That’s what we call being a real soccer crowd sponsor.