Leo Burnett Taylor Made - Strategic Plannning Internship Program 2015

1. TELL US ABOUT
YOUR FAVORITE CAMPAIGN
THE SOLUTION TO MINHOCaO
Strategic Planning Internship Program - 2015

2. "A specific law must be designed so as to define gradual
restriction of private individual vehicles to Elevado Costa e
Silva, defining periods until its full deactivation as traffic road,
demolition or entirely or partial transformation into a park”
The debate about Minhocão’s destiny has warmed up
after São Paulo’s Strategic Master Plan was approved
defining two possible ways to go: demolition or
transformation into a park.
O Estado de S. Paulo - January 24th, 1971
Article published one day before its opening
questions its purpose and effectiveness.
!
Extract from São Paulo’s Strategic Master Plan
a dna of unclear purpose

3. Not only would this alternative portray the
contemporary unsustainable behavior but would
also take away part of the city’s history and replace
it with a big empty space for those who've built a
relationship with this concrete giant.
demolition does not
sound like a plan
According to Datafolha, Only 7% of São Paulo
citizens support the demolition of Minhocão.
Source: Datafolha

4. Transforming Minhocão into a park would give the city the
opportunity to give it a new meaning standing for the
raising values of a society which is eager to be more
cooperative and democratic.
sao paulo wants
transformation
Sources: Catraca livre, Folha, El País

5. high line park is an awesome benchmark
However it can serve us only as a structure
model. We also need to look at our own reality
which has serious social problems: Minhocão
shelters many homeless people.

6. so how can we make it round?
life chance
rehabilitation
+park
Uses
&Activities
Access
&Linkages
Sociability
Comfort
&Image
SAFE
ATTRACTIVE
HISTORIC
PLEASANT
PROXIMITY
CONNECTED
CONVENIENT
ACCESSIBLE
PROPERTY VALUES
LAND-USE
RETAIL
SERVICES
COOPERATIVE
NEIGHBORLY
WELCOMING
GOVERNANCE
Intangibles
Key attributes
Sources: PPS.ORG

7. possible partnerships
!
!
The presence of NGO’s such as TETO and
AVAPE would foster public participation.
life chance
rehabilitation
House building for
people living in
extreme conditions
Reinsertion
programmes

8. park construction
An opportunity for an automobile brand to play a
relevant and transformative role in the scenario it is
inserted and build relationships with people through
doing something for their benefit, thus creating a
much deeper connection.
possible partnerships
Uses
&Activities
Access
&Linkages
Sociability
Comfort
&Image
SAFE
PROXIMITY
CONNECTED
CONVENIENT
ACCESSIBLE
RETAIL
SERVICES
COOPERATIVE
NEIGHBORLY
WELCOMING
GOVERNANCE
ATTRACTIVE
HISTORIC
PLEASANT
PROPERTY VALUES
LAND-USE
park

9. THANK YOU :’)