Barrio Bonito

BBDO Argentina

In 2006, BBDO Argentina created the world’s first football neighbourhood, on behalf of its client Nike and in honour of the World Cup. Dubbed Barrio Bonito (‘beautiful neighbourhood’) the project was created in La Boca, a run-down area of Buenos Aires that is famed for being the home of Boca Juniors, one of the world’s most famous football clubs. Barrio Bonito formed part of Nike’s global Jogo Bonito (‘beautiful play’) advertising campaign, though was first inspired by a localized dilemma created by the global strategy, as BBDO Argentina President Carlos Pérez explains: ‘Barrio Bonito was born from the context of the 2006 World Cup in response to a little “problem” that was happening to our brand, our country ...

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