The Good Thread - IDEATION
2024-2025 Meta
Threads was launching its first ever campaign in Latin America, based in Brazil, and I was asked to pitch some ideas, this being the one they picked.
The pitch was: the public collectively light up an icon (Cristo Redentor) in real time through their own Threads posts, so the crowd reveals it together rather than a brand just lighting it from the top down.
From there, the Brazil team took it through development and production, and the execution shifted with the realities of the build. The Christ the Redeemer team had recently done a switch-off and didn’t want to repeat it, so the live lighting became a projection instead.
The Result: Launched as “The Good Thread,” the Christmas activation turned Christ the Redeemer into a canvas for people’s posts, each one a wish for the year ahead. More than 500 posts tagged #DesejosPara2025 were projected onto the monument over a two-hour activation, pulling in A-listers like Anitta and Ronaldinho and brands from PlayStation to Oreo. In 48 hours it drew 74,400 interactions, 8.6 million views and 99% positive sentiment. The collective “the people light it up” concept and the Christ the Redeemer setting carried through from the original pitch, with the mechanic reworked in production.
The pitch was: the public collectively light up an icon (Cristo Redentor) in real time through their own Threads posts, so the crowd reveals it together rather than a brand just lighting it from the top down.
From there, the Brazil team took it through development and production, and the execution shifted with the realities of the build. The Christ the Redeemer team had recently done a switch-off and didn’t want to repeat it, so the live lighting became a projection instead.
The Result: Launched as “The Good Thread,” the Christmas activation turned Christ the Redeemer into a canvas for people’s posts, each one a wish for the year ahead. More than 500 posts tagged #DesejosPara2025 were projected onto the monument over a two-hour activation, pulling in A-listers like Anitta and Ronaldinho and brands from PlayStation to Oreo. In 48 hours it drew 74,400 interactions, 8.6 million views and 99% positive sentiment. The collective “the people light it up” concept and the Christ the Redeemer setting carried through from the original pitch, with the mechanic reworked in production.
