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Barrio Bonito, translated from Spanish to English as the "beautiful neighborhood",〔http://barriobonito.org/index.php/about/history/〕 is located in La Boca, a neighbourhood in Buenos Aires, Argentina filled with magic due to its distinctive architecture, people and cultural values. It is also the neighbourhood that’s historically most attached to football. ==History== La Boca was dubbed the name Barrio Bonito by Nike for the mixture of beautiful art and soccer in one central location. BBDO (Batten, Barton, Durstine & Osborn), a global marketing and advertising agency, and Nike transformed La Boca into a neighborhood of art that embraces soccer culture through different installations and art pieces.〔http://creativity-online.com/news/pick-of-the-week-nikes-barrio-bonito/123801〕 BBDO generated this idea for Nike Argentina in order to contribute for the campaign Glass of World 2006. In an online interview with Brand Republic on June 6, 2006, Carlos Perez, the President of BBDO, states that "We have renovated and repainted rundown buildings; doing work that the government doesn't have money for. There are benefits for local tourism as well as for the local people; it improves the streets and gives the neighbourhood a recreational character".〔http://www.brandrepublic.com/bulletin/brandrepublicnewsbulletin/article/563715/the-world-bbdo-makes-la-boca-beautiful-nike-football/〕 Nicolas Pimentel, Accounts Director of BBDO Argentina, saw this initiative as an opportunity to "artvertise" the beauty of soccer, as opposed to commercially advertise the game.〔http://baspotting.blogspot.com/2006/06/barrio-bonito-pretty-district-will-be.html〕 This campaign effort is in association with Nike's "Joga Bonito" (play beautiful) world campaign which hopes to "promote the beautiful aspects of the game of football such as creative play, professionalism, courage, and team spirit." 〔http://www.icmrindia.org/casestudies/catalogue/Marketing/MKTG150.htm〕 Barrio Bonito was opened with the presence of Aníbal Ibarra, the mayor of the city of Buenos Aires, in an event that gathered the media, sports celebrities, artists and the community as a whole. In Barrio Bonito the spirit of the game, practiced on a daily basis by its inhabitants, and the arts come together joining hands with a brand that’s strongly associated to Joga Bonito around the world. The creation of a football neighbourhood was revolutionary for the city and in a national scale being Argentina one of the three most passionate countries for football (Ipsos, 2006). La Boca is known for being one of the most football-obsessed neighborhoods, as it is home to the Argentinean Boca Juniors soccer team. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Barrio Bonito」の詳細全文を読む スポンサード リンク
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