Context: Following a city-wide ban on street-level graffiti, Sao Paolo transformed from a metropolis of technicolor glory to one of monolithic grey as far as the eye could see.

Insight/Idea: Fight the Grey (“Combata o cinza”) was a live intervention and social movement that rallied people to help breathe color back into their city with something unique to each of us: our own shadows.

Results: With a Twitter reach of 2.3M and over 120K interactions on Instagram, #combataocinza was a huge success for client Converse and for Sao Paolo itself.