Shantytown rooftops in Brazil's Morro do Alomeo become the canvas for a beautiful aerial exhibit, "Raise the Roof," ia new campaign sponsored by Unilever ice cream brand Kibon. Open, the activation arm of agency Borghi/Lowe, conceived the campaign, which teams ten local artists with local residents to create 22 artworks on canvas, which will then be displayed on the rooftops of houses in the area.
Visitors and residents will then be able to view the artwork via cable car between the stations Baiana, Alemao/Kibon and Itarare stations. According to Kibon Marketing Director Isabel Masagao in a statement, the brand has had a presence in Morro do Alemao since 2011 at various points of sale at the stations, but the new campaign hopes to bring not just ice cream, but culture, to the community. "The Deu na Telha (Raise the Roof) project will bring the residents together with the artists, enabling the exchange of information and experience," she said.
The campaign iwill have two stages. The first, which began in March and continues through June, will feature artwork in the theme of "Happiness," and the second, from July to September will be themed "Brazilianity." The work created in the first stage will be used to inspired the creation of art by locals in the second.
When the campaign ends, the tarps featuring the art will be turned into craft pieces that will help to generate extra income for the community.