The agency Momentum was chosen to lead the Virada Esportiva 2023 campaign, an annual event held by São Paulo City Hall, which will have its 16th edition this weekend. The initiative promotes physical activity, sport and leisure, combating a sedentary lifestyle and transforming public spaces into places of movement and fun for the population.
With signature Get moving and come to Viradathe campaign seeks to be inclusive and encourage everyone’s participation, based on a program that offers free events throughout the city of So Paulo.
Just like in other City Hall campaigns on special dates, such as São Paulo’s Anniversary, Carnival and Virada Cultural, Virada Esportiva’s communication features new music with a contagious rhythm, the will. The campaign also includes a film for open and closed TV, out-of-home (OOH) media advertising and social media strategies.
Virada Esportiva is an event with more than 2,000 free activities held simultaneously throughout the city, and with the participation of partner companies that are involved in promoting sport. The initiative is part of the official calendar of the city of São Paulo.
With the Virada Esportiva campaign, we concluded a musical strategy, in the communication of the São Paulo City Council that began on the city’s anniversary, in January this year, and continued in the campaigns for 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.
While you sort out your gym clothes for this Saturday (28) and Sunday (29), check out the campaign in full below.
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