Campaign India Team
Jul 10, 2014

Broadband provider in Italy ‘downloads’ 'Christ the Redeemer' monument from Rio

Recreated for a day in Naples following Brazil’s exit from the World Cup; billed ‘small souvenir’ for Italy

wide player in 16:9 format. Used on article page for Campaign.
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.” 
 
 
 
Source:
Campaign India

Related Articles

Just Published

5 hours ago

Asian Paints shows new safety standards with nosy ...

Watch the film conceptualised by Ogilvy here

8 hours ago

Door-to-door delivery of newspapers can resume in ...

In his address to the state about 'Mission Begin Again', Uddhav Thackeray gave the green light to delivery of newspapers in residential areas

9 hours ago

Campaign Connect starts tomorrow

Don't miss your chance to hear from top CMOs from Unilever, Mastercard, Burger King, Axa, DBS and agency leaders like Arthur Sadoun, Sir Martin Sorrell, Gary Vaynerchuk and more. Full agenda inside.