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Award: Wood Pencil

Wood Pencil / Digital Advertising / Digital Solutions & Use of Social Media / 2011

The Volkswagen Fox sponsored São Paulo’s biggest music festival, Planeta Terra. Our task was to spread the Fox’s message beyond the event, reaching every youngster in São Paulo. We hid a series of tickets within the city and launched an online platform where visitors could see Google Maps. The mechanism was simple: the more tweets #foxatplanetaterra received, the closer the zoom on the map. The first one to get to the ticket won it. This went on for four days in a row. As a result, the tweet became a topic trend in São Paulo in less than two hours.

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