The astronaut fan
The issue of sustainability seems like a distant, abstract notion to people. It's difficult to raise awareness about the problem. However, we realized that in Brazil there's a huge audience that can be addressed: football fans.
In the land of Carnival it's a common tradition amongst the most passionate fans to dress up in costumes when visiting a football match. So, using this cultural insight, we secretly introduced a "fan" wearing an astronaut outfit, who appeared in four major matches of the Brazilian football League. This mysterious Astronaut Fan had an important message that, after many speculations, was unveiled.