I think this is a great campaign an example of intergrating culture into a brand.
Nike and BBDO Argentina made an artistic intervention in the neighborhood of La Boca (in Buenos Aires) having football as the main theme with the aim of generating a legacy and making an authentic contribution to the life of this place.
La Boca is the neighborhood in Buenos Aires which is more deeply related to football and it is a magical neighborhood due to its architecture, its people and the cultural value given by its own inhabitants. In Barrio Bonito the spirit of the neighborhood football game and the arts come together hand in hand with a brand which is associated to the beautiful game around the world. (more)