Virada Sustentável.

How could we bring attention to sustainability and invite people to Latin America’s largest sustainability festival? By announcing the first swimming competition in the Pinheiros River, one of the most polluted rivers in the world.

Olympic medalist and world-record swimmer Fernando Scherer supported the fictional event and invited people to participate. The absurd proposal quickly sparked debate across social media and major news outlets.

Days later, the reveal transformed the conversation into an invitation to the sixth edition of Virada Sustentável.