A giant marketing action, developed to generate visibility for Skol, the greatest brand of Brazilian beer.
Agency: Marcativa | Client: Ambev | My role: Strategic Planner and Creative Leader
The Amazing giant made from tin cans
More than 37 thousand Skol cans, 15 m high, 12 tonnes. These are the dimensions of the Skol Rooster (Galo Skol), the largest sculpture of the genre, produced by Marcativa, in honor of the Galo da Madrugada, the most traditional block in Recife – Brazil
The project was created and planned by the agency Marcativa Comunicacão Estratégica and developed by the plastic artist Thiana Santos, who for eight years has worked exclusively with the concept of art made through the reuse of recyclable materials. The initiative was a gift from Skol to the city, which contributed to the collection of cans. There were 60 people involved, five associations of collectors and NGOs benefited, and a result that gave what to speak at Carnival 2013.
The project competed for the Guinness Book in the category of “the world’s largest work of art made from tin cans”, took two golds at the Globes Regional Awards, in the categories Best Idea or Innovative Concept and Best Social Responsibility Campaign, and silver at the Globes National Awards , in the category Best Social Responsibility Campaign.