Activation took place last week, to mark the beginning of the celebration of the 60th anniversary of the character Mônica, but Samsão remains at the top of Conjunto Nacional until June
In celebration of the 60th birthday of the strongest girl in the Limoeiro neighborhood, since May 4th, Avenida Paulista receives a giant Sansão on top of Conjunto Nacional, one of the most iconic buildings in the capital of São Paulo. The blue rabbit, thrown by Dona da Rua herself, made its landing in the action ‘Coelhadas Gigantes’, where it will remain for a month.
Created by Mauricio de Sousa Produções and produced in partnership with Innova AATB, an independent advertising agency; Panini, world leader in the collectibles and publications sector, and GOL, as the official air carrier of the Mônica 60 anos campaign, the artistic intervention is part of a series of activities that will travel throughout Brazil, for a year, to celebrate the creation anniversary of the character.
“We opened the celebration of Mônica’s birthday to the public in style, calling everyone to witness the strength of the character and have fun with another chapter in the story of this strong girl who inspires so many Brazilians. After all, we couldn’t stop talking about Dona da Rua without taking into account the greatness of its 60 years of history, without proportional action”, comments Mônica Sousa, executive director and inspiration for the character.
“Innova is always dedicated to developing creative actions and outstanding experiences. Having the opportunity to work with such an iconic character as Mônica is an honor for us, and of course it was a lot of fun”, says Rafaela Parras, head of Live Marketing da Innova AATB.
“Panini’s role in this project is, along with the character’s greatness, to stimulate the learning and imagination that children conquered through reading, and the nostalgic feeling that adults carry for having grown up with the gang. It fills us with pride to announce such a comprehensive project, with a national character that supports families on the journey of education, and which is so important in the lives of all Brazilians”, says Martina Limoni, Director of Marketing.
“Turma da Mônica is unanimous among Brazilians of all ages. To be partners in this celebration of the character’s 60th birthday is to combine the essence of 2 Brazilian brands with the purpose of making a difference. The possibilities for joint actions are immense and we are very excited about everything that lies ahead”, comments Renata Maluf, director of Digital Channels, Marketing and Products at GOL.
To check it out in São Paulo, just go to Conjunto Nacional, located at Avenida Paulista, 2073, until June 5th. The activation schedule and other actions in celebration of the sexagenary of the owner of the most famous red dress in comics are available on the campaign’s hotsite. Click here to access.
Monica 60
To celebrate a milestone in the history of Mauricio de Sousa Produções and national pop culture, several actions were prepared in celebration of the 60th anniversary of the character Mônica, created in March 1963 and who, since then, has become an icon in the country.
Omnipresent in all segments of the company, Mônica will be represented in arts, fashion, products, in-person events, music, thematic spaces, special publications and audiovisual content. The activations will have a calendar of celebrations until 2024 and will be held throughout Brazil so that no fan from the Limoeiro neighborhood is left out of this great party.
Check below the photos of the action ‘Coelhadas Gigantes’, held on Avenida Paulista, last week.
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