The project ‘The city in 7 acts’ was created by the administrator’s marketing team in partnership with the advertising agency WT.AG
One of the largest real estate groups in Brazil, Lello chose an OOH (out of home) themed campaign to celebrate its 70 years of existence, completed in October. With an artistic touch, the action brings together the seven wishes of São Paulo residents for the future of the largest city in Latin America.
The project ‘The city in 7 acts’, created by the administrator’s marketing team in partnership with the advertising agency WT.AG, has an open art exhibition at Casa Lello, on Rua Oscar Freire (Jardins neighborhood), in addition to posting videos on the social networks of Lello Condomínios, Lello Imóveis and Lellolab.
“Less than 1% of Brazilian companies reach 70 years of age. And arriving here in national leadership and being among the ten largest companies in the world in our sector gives us great pride and the certainty that we are just getting started. We are proud of our past, but it is the future that we aim to help cities become more human and happy places,” says Angélica Arbex, marketing director at Lello Condomínios.
To launch the campaign, whose motto is ‘For 70 years, living with Lello is being at home’, Lello carried out a poll with property managers, condominium residents, employees and customers, asking “After all, what are cities made of? happier?”
The seven wishes for the city most voted by the approximately 1,100 participants in the poll were: “Abundant and edible green”, “City made for people”, “More movement, less traffic”, “Normalized and healthy aging”, “Urban and regenerative life”, “Renaissance of neighborhoods” and “Resilience and adaptability”.
