In 2022, for the first time in history, the Caboré Awards took place during the World Cup, a period when every Brazilian loves collectible stickers. Which is why we brought a concept inspired by this theme.
Based on real facts that tell the story of its foundation and trajectory, XP's campaign was structured in chapters and presents the new brand's positioning.
For a new brand positioning, the campaign celebrates the creative power of the Brazilian by praising elements of our culture such as music, arts and sport, showing that 'tropical' is much more than macaws, fruits and coconut trees.
Zumbi dos Palmares is one of the greatest symbols of black resistance in Brazil. Next to the University that has his name, there is a street that honors the murderer of Zumbi. We created a movement not only to change the name of the street to the name of the one who should be honored, but to correct a historical error.
Inviting consumers to rediscover Doriana's flavor, the positioning is marked by a playful and humorous tone, and conveys the creative idea that, wherever Doriana goes, everything is better.
Happy Art Parade, an exhibition whose icon is the emoji. The “happy faces” inspired artists to stamp the joy in São Paulo. The work commemorates 110 years of Japanese immigration to Brazil.
