Background: Telefonica, one of the largest private telecommunication companies in the world, wanted to unify all its services under a single brand in Brazil: Vivo.
Task: Draw people's attention to the news in a tangible way, by generating positive buzz, and also by being present and relevant on people’s daily lives.
Idea: transforming the old telephone booths, famous Telefonica assets, into art pieces. They were famous and numerous enough to transform São Paulo, the biggest city in Brazil, into a large and unique open-air art exhibition.