The original Morumbi sign had to come down. But what if the letters didn’t just disappear? BIS turned them into one-of-a-kind pieces, giving fans the chance to take history home and transform a symbol of the past into a powerful emotional connection. The auction became the engine of massive engagement, uniting an online platform for fans with a symbolic event featuring football legends and influencers. Every cent raised was donated to São Paulo FC’s Social Fund, reinforcing the campaign’s emotional and collective spirit. By tracking reactions in real time, BIS amplified positive sentiment and momentum, delivering a lean, high-impact activation that resonated far beyond the stadium.