Activating a brand in the consumer’s mind can be highly challenging, and Cream embraced this challenge with the aim of creating not only a physical connection, but also an emotional bond between athletes, friends and families and the Abutres universe.

We focused our creative energy on the iconic passport to the “Republic of Abutres”, introduced at the Trilhos dos Abutres 2020 event, increasing the athletes’ engagement with the race, local partners and the region, fostering a desire to return to the trails in 2021.

Passport holders quickly began collecting stamps from the editions they had taken part in, motivated by the wish to return and complete their passport in future editions!

(photography: Fotos do Zé)

Design

Replica of an original passport for a greater impact.

Activation

Creating a more affective bond to the Abutres brand.

Event

Celebration of the 10th Edition of Trilhos dos Abutres.