Project, carried out by the City of São Paulo, takes place at the end of October
Momentum is the agency responsible for Virada Esportiva 2023, an event held by the City of São Paulo, which takes place on the weekend of the 28th and 29th of October.
The 16th edition of the project seeks to promote physical activity, sport and leisure, with the aim of combating a sedentary lifestyle and transforming public spaces into places of movement and fun. With the signature Move and come to Virada, the campaign seeks to be inclusive and encourage everyone’s participation, based on a program of free events throughout the city of So Paulo.
Like other City Hall campaigns, Virada Esportiva’s communication features new music, created with a contagious rhythm, ska. The campaign also features a film for open and closed TV, DOOH and social media strategies.
With the Virada Esportiva campaign, we concluded a musical strategy, in the communication of the City of São Paulo that began on the city’s anniversary, in January this year and continued in the campaigns of major public events in São Paulo. A single musical theme and arrangements and lyrics adapted for each special date in the city, says Luiz Eduardo Soutello, business director at Momentum.