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So much for Joga Bonito. The head butt looked really cool but it wasn't exactly philosophically in keeping with Nike's ubiquitous "Play Beautiful" campaign credo (perhaps if Nike had been the official World Cup sponsor the message would have sunk in). For a more bonito example, and to check out the Pick of the Week, look at BBDO Argentina's 'Barrio Bonito'. Going beyond a spot, or even an integrated campaign, "Barrio Bonito" imbued a whole neighborhood with football glory, art (and yes, Nike). Through a series of posters, art pieces and interactive installations created by area artists, BBDO transformed La Boca, a working class neighborhood steeped in football lore, into an ode to the beautiful game and beauty in general. Residents and visitors were invited to engage in a range of football experiences, including an interactive monument which allowed participants to reenact Maradona's Goal of the Century, and a mural which gives viewers a perspective on what it's like to be "in the worst place on the planet"—in goal facing a penalty kick from local hero Carlos Tevez. The campaign also included portraits by six of Argentina's top photographers, a sculpture of Tevez by the artist Gasparini and murals celebrating the many feats of the feet, on which artists from the Association of Mouth and Foot Artists captured the likenesses of football stars. The latter portion of the campaign captured a Gold Lion in the outdoor category at Cannes.
It didn't make Argentina win, but Boca Bonito is a stellar example of a campaign that works for the brand (the effort was covered extensively by the media and the neighborhood was added to Buenos Aires tourist guides) while doing something beyond moving sneakers.
A bonus tip of the air freshener to Publicis London for its cheeky ode to the commode "A Little Bit Rude," which isn't rude at all, but just tells it like it (sort of ). And finally, a nod to WestWayne for some Ad Council-backed commentary on political ads that's only barely parody.