Roughly 6 percent of Brazilians (more than 11 million people) live in favelas, or shantytowns, which often lack basic services. Many of these residents are among Brazil’s emerging middle class. Brands are starting to see opportunities to improve infrastructure and services in these neighborhoods, an idea we highlighted in one of our 10 Trends for 2011, Creative Urban Renewal.
Recently, JWT London and Shell did just that by installing a first-of-its-kind electricity-generating football/soccer pitch in Rio de Janeiro’s Morro da Mineira favela. Kinetic tiles capture the energy generated by players running on the pitch, and in tandem with solar power, this charges floodlights—allowing youngsters to keep playing safely into the evening.
At a time when CSR and traditional marketing efforts are meshing, Creative Urban Renewal projects present ways for brands to both help communities and position themselves as innovative and original. In this case, Shell is able to illustrate its “Make the Future” initiative, which aims to “inspire a new wave of scientists and engineers to create a smarter, cleaner energy future for our planet.” These projects tend to be sustainable, fun, educational and interactive—key attributes for brands.
Photo Credit: Shell