This beats the ‘Better Than Italian’ breed of smarties on social media that followed Suarez’s bite gate - by about 20 feet.
M&C Saatchi Milan created a replica of the monument of 'Christ the Redeemer' that overlooks Rio de Janeiro, in Naples' Piazza Dante. Executed in association with the Archdiocese of Rio de Janeiro, the activity saw a carnival-like atmosphere being created around the replica. The promotion was for Fastweb, a broadband provider in Italy. A unit at the bottom of the replica said: ‘Downloaded by Fastweb’.
The reproduction stood 20 metres tall and was available on 9 July from morning to evening in the centre of Naples, following Brazil's 7-1 defeat to Germany. The agency labelled this move as a 'Small souvenir Italy has taken home from the World Cup’ (following the team's early exit) and ‘Christ the Redeemer taking a sabbatical to Italy’ (following Brazil’s humbling defeat).
Silvio Meazza, interactive partner, M&C Saatchi, said, “We are happy to collaborate again with Fastweb (following the Fastline #Shibuya campaign at Moscova metro station, Milan) to provide new and tangible evidence of what it means to have a faster internet connection. Christ the Redeemer, the symbol of Brazil, has been one of the most downloaded and shared image of the year, downloaded once again - for real this time - with all its weight, straight to the heart of Naples.”
The agency has also gone online at ‘Immaginapuoi.it’, a platform for people to view video highlights, news, comments, and photos fromseveral social networks.
Vicenzo Gasbarro, creative partner, M&C Saatchi, added, “Fastweb’s latest ‘download’ - Christ the Redeemer - will bring about a carousel-style carioca of television crews, musicians, dancers and capoeira, which will mingle and interact with people in a mix of colours, music and emotions in a unique Neapolitan fashion. This is a brilliant opportunity for conversation between different cultures online.”
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Watch the film conceptualised by Dentsu India here