Itaipava Beer Outdoor Media
Inaugural event of the Itaipava Arena Fonte Nova, the first stadium in Brazil to have naming rights successfully negotiated.
Client
Itaipava Beer
Service Provided
Marketing, Advertising, Creativity
The Goal:
Promote Itaipava Beer during the inaugural event of Itaipava Arena Fonte Nova—the first stadium in Brazil to successfully negotiate naming rights. The aim was to create a strong brand presence that matched the scale and importance of the occasion.
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The Challenge:
How to translate the energy of a historic event into impactful outdoor media that not only celebrated the partnership but also reinforced Itaipava as a modern, relevant, and national brand? The media strategy needed to capture attention, connect emotionally with fans, and stand out in a competitive beer market.
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The Result
According to tradition, when tying the Bonfim ribbon, you must make a wish to Our Lord of Bonfim. When the ribbon eventually falls off on its own, it is a sign that the wish will be granted. Immersed in this cultural symbol of Salvador, we wrapped the stadium with a giant 720-meter ribbon, released during the inauguration ceremony—fulfilling the community’s wish for a brand-new arena.
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