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Eccentric billionaire buries his Bentley for advertising prank

03:07 min watch
11:00 AM | 15 April 2014
by Jim Compton-hall
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Meanwhile in Brazil, there's been some pretty great work popping up. This is one of our favourites from the land of the next World Cup.

Eccentric billionaire Count Chiquinho Scarpa made headlines when he told the world he was going to bury his $1 million Bentley because he was inspired by the Pharaohs of Egypt who would be buried with all their most valuable possessions. 

As you can imagine, this caused a huge amount of outrage amongst the Brazilian public who took to news channels, video blogs and of course Twitter to express their hatred for the man.

What made this campaign so good is that no one could resist talking about it. Everyone jumped on Twitter to condemn Scarpa and everyone had to watch when the media covered the "burial". Imagine if Boris Johnson said he was going to stop people using Boris Bikes because he said they were too nice for people to mess up. Or if David Beckham said he was going to buy an entire football stadium and use it only to have a kick about with his kids once a month.

The campaign cost around $700 to rent the digger. That's it. The only communications put out were a few tweets from Scarpa's account and it wasn't long before the entire country was talking about it non-stop. There's a great lesson here for utilising a low budget. Creating a news story that everyone wants to talk about can be just as effective, if not more so than merely blitzing media channels with a full advertising campaign.



Agency: Leo Burnett Tailor Made
Creatives: Christian Fontana, Marcelo Rizerio
Creative Director: Rodrigo Jatene

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