Christ the Redeemer Navigates to Naples

Following Brazil’s devastating defeat to Germany last night, the country’s famous landmark Christ the Redeemer appears to have upped and left. Of course, the iconic statue’s apparent relocation to the Italian city of Naples is all part of a marketing ploy devised by agency M&C Saatchi Milan for client Fastweb to communicate the company’s fast broadband service.

The famous image has been one of the most downloaded and shared of the year in Italy to date thanks to the World Cup in Brazil despite the nation's faliure to progress beyond the group stages and the execution was carried out in the early hours of this morning to give local commuters a shock in the city and celebrate its popularity.

Appearing as if ‘downloaded’ by Fastweb, the statue surprised Neapolitans by standing proudly in the city’s Piazza Dante and the placement of the monument isn’t all passers-by have been engaging with today, as Vicenzo Gasbarro, M&C Saatchi creative partner explains:

“Fastweb’s latest ‘download’ – Christ the Redeemer – sees a carousel-style carioca of television crews, musicians, dancers and capoeira, mingling and interacting with people in a mix of colours, music and emotions in a unique Neapolitan fashion. This is a brilliant opportunity for conversation between different cultures online.”

Officially located at Brazil’s Corcovado hill, the real statue looks down on Rio de Janeiro but today’s stunt, in collaboration with Archdiocese of Rio de Janeiro, sees the new 20-metre tall statue shun David Luiz and co’s prayers following the 7-1 drubbing by Germany tournament rivals Germany who now go on to play Sunday's final.

“We are happy to collaborate with Fastweb again (following the Fastline #Shibuya caign at Moscova metro station, Milan) to provide new and tangible evidence of what it means to have a faster internet connection,” says Silvio Meazza, M&C Saatchi Interactive partner.

“Christ the Redeemer, the symbol of Brazil, has been one of the most downloaded and shared images of the year, downloaded once again – for real this time – with all its weight, straight to the heart of Naples.”

The Archdiocese of Rio de Janeiro adds: "Companies that support the monument of Christ the Redeemer, contribute directly to the maintenance of the monument, indoor and outdoor lighting, structural improvements and social projects. Having the support of Fastweb  to a monument known around the world as a national brand as well as making all of this happen reinforces the image of those companies who support everything we fight for: a more just, fraternal and interconnected people. And as Christ himself, with open arms towards the world.”

You can view more content from the caign at this dedicated website including video, imagery, comments and stats from the caign.