Draft FCB, Brazil: Collaborative Building

The strategy was based in 'The Collaborative Building' - a construction designed by consumers. The campaign from Giovanni + Draftfcb Brazil started within the internet: a fan page for the audience, where they could suggest things they wanted in their new house.Special Programs on Discovery Channel tested the suggested ideas. Different kinds of media were integrated: a tool transformed typed words by the internet users in ads which ran in magazines. Media in elevators brought the best ideas' illustrations, radio spots were recorded by consumers, and Gafisa sponsored one of the biggest music events in Brazil: Planeta Terra,
where people experienced other ideas in person.