The Radio Sulamerica Paradiso campaign addresses the direction that the music industry has taken over the last few years. Whereas majority of people used to enjoy and discover new sounds in bars, music halls and other live venues, it has become more and more common for them to look to a more convenient place: the Internet. As the campaign reads, "Music has a new stage."
Conceived and executed by Artplan, an ad agency based in São Paulo, Brazil, the Radio Sulamerica Paradiso campaign is very creative. It turns the common browser icons into neon-lit signs as though they were actual live venues. The print ads were art directed by Felipe Branquinho and Rodrigo Moraes with creative direction by Roberto Vilhena and fun illustrations by Good Images.