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Sprite: My Shaddow
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Every Sunday, since the 90s, one of the main transit routes in Sao Paulo and one of its urban icons, President Costa e Silva High, more popularly known as the "Minhocao" (big worm), is closed to traffic and becomes a 7-mile long park in Sao Paulo, where people stroll along and exercise. Built in 1970, Minhocão could be described as the Brazilian version of High Line Park, in New York, if it was not for a huge difference: it does not have a single tree, which makes it a very unusual "park" that gets considerably uncomfortable on the hottest days. Aligned with the positioning "Refresh Your Ideas,"and seeking to reinforce the brand's connection with urban creativity, Sprite came up with a new way to cool off in summertime: a personal mobile tree shadow. WMcCann Sao Paulo created “Sprite Shade” and placed lemon trees in mobile vases shaped like Sprite cans along the park. That way, people could walk with their own personal shadow and refresh themselves, no matter how hot the day was. The action reached more than 500 hundred people in a single day.
Head of Production: Regina Knapp Related
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