Reroute Skol
The service that diverts cars from the streets of bars to make more room for fun.Gut Agency - 2023
Cannes lions 2023
Shortlist - Brand Experience & Activation
Shortlist - Brand Experience & Activation
Context:
40% of sidewalks in São Paulo don't meet legal width requirements. If you're a bar owner in a fancy part of town, you can apply for this thing called a parklet. 74% of bar owners who installed one reported an increase in sales. But if you're in a low-income area, a smaller sidewalk means fewer customers. So Skol decided to democratize access to extended sidewalks using algorithms.
40% of sidewalks in São Paulo don't meet legal width requirements. If you're a bar owner in a fancy part of town, you can apply for this thing called a parklet. 74% of bar owners who installed one reported an increase in sales. But if you're in a low-income area, a smaller sidewalk means fewer customers. So Skol decided to democratize access to extended sidewalks using algorithms.
Ideia:
We created a hack to fool navigation apps and diverts cars from the streets of bars with tiny sidewalks, leaving it free and safer for bar goers, and opening more space for bar owners. The trick? A bike with 100 phones reporting "blocked road" simultaneously.We made this service available to small bar owners, but everyone could join the hack with their mobiles. For the first time small bar got much bigger: in space, profit, fun and also safety.
We created a hack to fool navigation apps and diverts cars from the streets of bars with tiny sidewalks, leaving it free and safer for bar goers, and opening more space for bar owners. The trick? A bike with 100 phones reporting "blocked road" simultaneously.We made this service available to small bar owners, but everyone could join the hack with their mobiles. For the first time small bar got much bigger: in space, profit, fun and also safety.
Case Study
"That was great! We sold 30% more than usual."
LUIZ, BAR OWNER
"My bar had around 80 seats. Now it's going to multiply."
HIGOR COSTA, BAR OWNERFilm Launch:
3.2MM
engagament20MM
people reached37.4MM
impressionsVisual:
ECDs: Bruno Brux e Murilo Melo
Creative Directors: Gabi Marcatto, Diego Ferrite, Rainor Marinho e Murilo Santos
Creatives: Rafael Kaminart, Wallyson de Oliveira, Paulo Damasceno e Tom Vouga
Creative Directors: Gabi Marcatto, Diego Ferrite, Rainor Marinho e Murilo Santos
Creatives: Rafael Kaminart, Wallyson de Oliveira, Paulo Damasceno e Tom Vouga