Why an Eccentric Brazilian Billionaire Dug a Grave for His Bentley

In Brazil, Count Chiquinho Scarpa is a billionaire known for outrageous acts, such as willing his fortunes to his cockatoo and hinting that he once bedded Princess Caroline of Monaco. Recently on Facebook, he announced his latest larger-than-life plan -- putting his $500,000 Bentley six feet under. The count posted that after he was finished with his expensive vehicle, he would bury it in his yard, just as pharoahs did with their precious possessions. The announcement riled the masses in Brazil, leading to tons of buzz in social media and the press, including the U.K.'s Metro and Daily Mail. On the day of the burial, Mr. Scarpa's real intentions were revealed. As the press gathered around Mr. Scarpa, the Bentley and a big hole in the ground, it was announced that the event marked the opening of "National Organ Donation Week," and Scarpa's stunt turned out to be the launching pad of a campaign by Leo Burnett Tailor Made. "I didn't bury my car, but everyone thought it absurd when I said I would," he said. "What's absurd is burying your organs, which can save you many lives. Nothing is more valuable. Be a donor and tell your family." Speaking of donations, Leo Burnett Tailor Made was also behind the much-celebrated campaign "My Blood Is Red and Black." Created in conjunction with Brazilian sports club Vitoria, the effort sucked the red color out of soccer players' jerseys in a symbolic message to encourage blood donations in the community. For more of the best ideas in brand creativity, tune in to Creativity-Online.com, follow @creativitymag on Twitter or sign up for the Creativity newsletter.

Why an Eccentric Brazilian Billionaire Dug a Grave for His Bentley

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