Budweiser • Unbreakable Courts
2022 • Street Culture • Brazil • LATAM
Budweiser found a way to prevent basketball culture from being killed off by new building developments. The brand used the law to fight back by hacking the system with art.
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The big idea of this campaign was to find a way to preserve street basketball courts in Brazil and prevent them from being destroyed by urban development. The campaign aimed to designate these courts as cultural heritage to protect their existence and ensure the continuation of basketball culture.
Additionally, the campaign sought to share this method with others, allowing anyone to make a street basketball court unbreakable and safeguard their local basketball culture.
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The challenge of this campaign was to find a legal loophole in the Brazilian law that would enable street basketball courts to be recognized as cultural heritage and protected from being destroyed by the real estate market. This required research and understanding of the legal system, as well as the ability to navigate bureaucratic processes and make a compelling case for the cultural significance of these courts.
Additionally, the campaign aimed to spread this method to others, empowering communities to protect their own street basketball courts and preserve the basketball culture in Brazil.
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The target group of this campaign was individuals and communities interested in preserving street basketball courts as cultural heritage. This included basketball enthusiasts, community members, and organizations that value the cultural significance of these spaces.
The campaign aimed to provide a solution that could be replicated by anyone facing similar challenges in their own communities.
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The campaign to transform street basketball courts into cultural heritage in Brazil had positive results. By utilizing a legal loophole, these courts were protected from being destroyed by the real estate market. This initiative helped to preserve these important cultural spaces and keep the basketball culture alive. Additionally, the method was shared with others, allowing them to protect street basketball courts in their own communities.
As a result, numerous courts across the country were able to remain intact, providing a place for basketball enthusiasts to play and contributing to the preservation of the sport's legacy.
