Creative Director
Google Maps World Cup
Innovation
Experiential
Background
Every World Cup, Brazilians come together to show their love for football by painting their streets. In 2014, we helped them share it with the world.
While other brands were trying to take over the World Cup, we let the World Cup take over Google. We started with the insight that Brazil was not just the home of football, but the home of participation in football culture. So what better way to pay homage to Brazil's football culture than to invite the world to experience its unique celebration. The Painted Streets project used Google technology to help people discover, explore, and connect over their shared passion for the World Cup in a way that only Google could.
Painted Streets
Painted Streets
Inviting the world to explore the colorful streets of Brazil during the World Cup.
Over the course of two months we traveled the country capturing every painted street and curating a special collection on Google Maps for people around the world to explore and experience the colorful streets in all its glory.
Documentary
Documentary
A love story to futbol.
As a gift back to Brazil we created a short documentary produced by Fernando Meirelles that tells the story of a country brought to life by its people and worked with local artists, Bicicleta Sem Freio, to create a custom mural for the project (you can view the translated version here).
Results
Results
Painted Streets excited a nation and got the world talking.
The project was covered in hundreds of news reports and articles in 16 countries. The film gained over 8.9 million views on YouTube. And in just one day, unique visitors grew by 70% —the highest in Google Street View history.
More Work
More Work
Creative Director
Google Maps World Cup
Innovation
Experiential
Background
Every World Cup, Brazilians come together to show their love for football by painting their streets. In 2014, we helped them share it with the world.
While other brands were trying to take over the World Cup, we let the World Cup take over Google. We started with the insight that Brazil was not just the home of football, but the home of participation in football culture. So what better way to pay homage to Brazil's football culture than to invite the world to experience its unique celebration. The Painted Streets project used Google technology to help people discover, explore, and connect over their shared passion for the World Cup in a way that only Google could.
Painted Streets
Inviting the world to explore the colorful streets of Brazil during the World Cup.
Over the course of two months we traveled the country capturing every painted street and curating a special collection on Google Maps for people around the world to explore and experience the colorful streets in all its glory.
Documentary
A love story to futbol.
As a gift back to Brazil we created a short documentary produced by Fernando Meirelles that tells the story of a country brought to life by its people and worked with local artists, Bicicleta Sem Freio, to create a custom mural for the project (you can view the translated version here).
Results
Painted Streets excited a nation and got the world talking.
The project was covered in hundreds of news reports and articles in 16 countries. The film gained over 8.9 million views on YouTube. And in just one day, unique visitors grew by 70% —the highest in Google Street View history.
More Work
Creative Director
Google Maps World Cup
Innovation
Experiential
Background
Every World Cup, Brazilians come together to show their love for football by painting their streets. In 2014, we helped them share it with the world.
While other brands were trying to take over the World Cup, we let the World Cup take over Google. We started with the insight that Brazil was not just the home of football, but the home of participation in football culture. So what better way to pay homage to Brazil's football culture than to invite the world to experience its unique celebration. The Painted Streets project used Google technology to help people discover, explore, and connect over their shared passion for the World Cup in a way that only Google could.
Painted Streets
Inviting the world to explore the colorful streets of Brazil during the World Cup.
Over the course of two months we traveled the country capturing every painted street and curating a special collection on Google Maps for people around the world to explore and experience the colorful streets in all its glory.
Documentary
A love story to futbol.
As a gift back to Brazil we created a short documentary produced by Fernando Meirelles that tells the story of a country brought to life by its people and worked with local artists, Bicicleta Sem Freio, to create a custom mural for the project (you can view the translated version here).
Results
Painted Streets excited a nation and got the world talking.
The project was covered in hundreds of news reports and articles in 16 countries. The film gained over 8.9 million views on YouTube. And in just one day, unique visitors grew by 70% —the highest in Google Street View history.
More Work