The "aBISurd Auction" turned a potentially divisive moment into a creative celebration that honored tradition and connected deeply with São Paulo FC fans. After acquiring the naming rights to Morumbi Stadium and introducing the playful name "Morumbis," BIS transformed the replacement of the historic stadium sign into an opportunity for engagement. The original letters, rich with sentimental value, were auctioned as collector’s items, celebrating the legacy of Morumbi while supporting São Paulo FC’s social initiatives. By blending nostalgia with bold creativity, the campaign created an emotional connection with the fans, driving widespread conversation and demonstrating how brands can honor history while inspiring positive change. The "aBISurd Auction" became a cultural moment—a standout example of innovative marketing that unites community pride and brand storytelling.