The Future. Budweiser has teamed up with São Paulo-based advertising agency Africa on a new ad campaign dubbed “Unbreakable Courts.” The campaign aims to protect basketball courts all over the country and to get the word out about it, a rap song was produced by a legit artist… a move that is already demonstrating that the best way to deliver a message may be to package it in a form that the intended audience will actually listen to.
Budweiser is literally saving space. How’s it doing this?
- First, it brought in Brazilian rap star Rincon Sapiência to craft a song that mourns the destruction of the country’s basketball courts and then details how they can be saved by co-opting cultural heritage laws.
- The laws state that if a site is deemed to have cultural significance, then it can be protected from demolition.
- The campaign website then details a step-by-step guide to protect the courts, connecting community organizers to artists who can paint murals on the court centered around a topic relevant to the local community.
- The site then provides a place to send in all the appropriate paperwork.
Why do basketball courts even need protecting? Due to a boom in real estate development, many courts are being bulldozed in order to erect offices and parking lots… leaving few options for the community to gather and play.
As of today, the campaign has saved 30 basketball courts from destruction.