La Boca also "boasts the highest concentration of painters and sculptors of anywhere in South America", so Nike felt that this would be a great opportunity to represent soccer through art.
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BBDO generated this idea for Nike Argentina in order to contribute for the campaign Glass of World 2006.
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BBDO (Batten, Barton, Durstine & Osborn), a global marketing and advertising agency, and Nike transformed La Boca into a neighborhood of art that embraces soccer culture through different installations and art pieces.
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La Boca was dubbed the name Barrio Bonito by Nike for the mixture of beautiful art and soccer in one central location.
El Museo del Barrio | Barrio Norte, Buenos Aires | Talento de Barrio | Barrio Norte | Rio Bonito, Rio de Janeiro | Rio Bonito | Bonito | El Barrio | Chicos de Barrio | Bonito, Campania | Barrio Sésamo | Achille Bonito Oliva | Talento de Barrio (soundtrack) | Ramon Del Barrio | Francisco Barrio | Churriana (barrio) | Capão Bonito | Bonito, Mato Grosso do Sul | Barrio Hipódromo, Maldonado | Barrio Hipódromo | Barrio Fino en Directo | Barrio Brasil |