Client

• Remaining Fund for Reconstruction of Chiado

• Portugal in Action

• Ministry of Finance and Public Administration

• Ministry of Cities, Local Government, Housing and Regional Development

With support of:

• Municipality of Lisbon

• ACP Classics

THE CHALLENGE

FRRC/RFRC wanted to create an event in partnership with the ACP Classics, in which the streets of Chiado would be the venue for an old cars´ exhibition.

MediaTrust´s challenge was to idealize the event, produce it, dynamise it and communicate it in the media.

THE SOLUTION

Instead of making an event just about antique cars, we evolued to a more ambitious concept: to transport Chiado through a "time travel" back to the early twentieth century.

The MediaTrust began by structuring the concept and give a name and design to the initiative: "Once Upon a Time in Chiado"

• We organized a photographic exhibition of Chiado from 1900 to 2000.
• We installed giant figures/pictures on the walls of Chiado’s streets.
• We organized an ACP partners Classics’ car exhibition
• We brought from Braga, the traditional photographer "a la minute".
• We hired actors, dressed as “ardinas” ( antigue Newsagents ), who distributed replicas of the front page of the Daily News for November 13, 1904, while others, dressed as in the epoch, cheered Chiado.
• We hired musicians to bring joy and music to Rua Garrett and Largo de São Carlos.
• We provided shows and activities for children – such as the children from Gil Foundation, a social solidarity Foundation – as street plays and puppets.
• We provided roasted chestnuts and “água-pé” (typical wine).
• We organized a lunch for FRRC, the ACP and VIPs classic guests
• We were responsible for the invitations and for hosting the VIP guests.
• We defined and managed the online content for a website, specifically created for the event.
• We made media contacts, before, during and after the event. The news began to be published in the pre event and it aroused the curiosity of the media and of the public. On the day of the event, we ensured news coverage of various TV channels, press, radio and online media. Tv stations bradcasted live from the site. Related news of “ Once Upon a Time in Chiado". continued to be published and issued after the event,