How to alert people about the importance of sustainability and tell them about the 6th edition of Virada Sustentável, the biggest event about sustainability in Latin America? 

Create The First Swimming Competition In The Pinheiros River, one of the most polluted rivers in the world. This fictitious competition was supported by the Olympic medalist and world record swimmer, Fernando Scherer, who invited people to participate in the event.

In short period of time, people started to question this absurd idea on social media, making this topic one of the most commented topics in the city, which was broadcasted by the main news websites in the country. 

After a few days we did the revelation. It was a fictional competition to invite people for
the 6th edition of Virada Sustentável, the biggest event about sustainability in Latin America.