Abdul, the biggest skate shop in the north of Brazil, is located in Fortaleza (CE). As an underground store the brand has had a huge and rigorous target, with an understated approach to advertising. With the arrival of a new general director the company has taken on a younger, more intelligent and aspirational approach to marketing. This print advertisement presents the city of Fortaleza as a giant halfpipe, representing the way any setting can become a huge skating rink. The term “Drop the path” invites the public to view the underground world in a different way, with Abdul.
The Half Pipe ad was developed at Hermandad, Fortaleza, by creative director/copywriter Paulo Lima, art director Lucas Zaiden, planner Rafael Forti, with illustrators at Illusion Graphics.