With a height of approximately 40 floors, athletes walked on top of a 130 meter ribbon across the skies of São Paulo. Housed in suspended nets, they hung a banner with the message: ‘if you see a graphic, it’s time to see a mountain’.
Called “Mountain Intervention”, the action provokes those who live the frenetic pace of large urban centers, often leaving aside the care with mental health and the search for moments in contact with nature. In this way, the intervention provokes the public, from a large business hub, to see the world from a different point of view, from the top of the mountain.
“We want to further amplify the message that mountains are the reconnection point with ourselves. It is in the midst of that untouched nature of the heights that we can really take a deep breath and clearly define our priorities, both professional and personal”, highlights Daniel Silber, head of marketing at Cerveza Patagonia in Brazil.
This was the second action that the brand does with a focus on the mountain. In September, the beer took three participants to spend a week staying in huts in Cambará do Sul, a mountainous region in Rio Grande do Sul, with the aim of combating stress.
The intervention took place in November.
Company: ZX Ventures
Mark: Patagonia Beer
Creation: Beta Collective
creative direction: Bernardo Tavares
Art direction: Leandro Bechara
Redaction: Bernardo Tavares
Head de marketing: Daniel Silver
Marketing manager: Eduardo Fernandes
in-house production: Samantha de Freitas Vieira
Direction: Meirelles Brothers
production direction: Marcelo Colaiacovo
Production: Clara Rodrigues
Production assistant: Carolina Sousa de Araújo Ferreira
set assistant: Daniel Bezerra Campos
Director of photography: Rod Cauhi
1st Camera Assistant: Alexandre Serafini
Camera Operator (second unit): Willian Barban Galbiati
rental producer: Eduardo Bitar
Drones: Alberto Kalin Youssef Matulaitis (Betinho), Felipe de Oliveira Moreno, Ricardo Cachone Zanzarini, Laurent Ceglia, Daniel Hafez
Logger: Renan Aristoteles Fernandes
Mounting: Daniel Crepaldi
athletes: Allison Ferreira de Oliveira, Andreza Pereira Monteiro, Gustavo Souza Féo de Oliveira, Joel Soares da Silva, Jurandy Ferreira de Melo Junior, Matheus Stoco Vidal, Monique Paredes, Paloma Cristine Galvão Cardoso, Vinicius Cauhy
Direction and content photography: Murilo Vargas de Vasconcelos Cançado
Camera: Eduardo Barbetta
Photo: Gustavo Oliveira
Production: Ana Paula Brucker
Drones: Beto Albertin, Luiz Ricardo de Oliveira Freitas
sound producer: Tree House Studio
Soundtrack: Pedro Penna and Pedro Turcão
Mix e sound design: Pedro Penna and Pedro Turcão
Announcer: Charles Nobili