Ambition

The Carnival in Pernambuco, Brazil, is known for all the joy and celebration that takes over the streets. Culture is lived intensely. Therefore, we had the challenge of developing a Carnival campaign for Dona Santa | Santo Homem, a luxury multi-brand fashion store, leader in Recife.

 

Strategy

Each carnival group has its own history, music and colors. His identity. But it is only when the folião (the person that plays the carnival) wears the shirt, put some glitter and prepares himself to play, that the group goes much further. At this time, the group is part of his own identity.

We take this concept to honor five of the most traditional Pernambuco groups, using the identifying symbols to trigger the folião in their emotional memory. For this, we made a series of photos where each group is recognized not by his name, but by their color, song and stories. It is a tribute to the groups that mark us, those who are part of us.