"A fundamental contribution to contemporary communication. This combination of inspiration and strategic consistency leads to more creative and effective campaigns, ensuring coherence and a high level of inspiration throughout a process that involves agencies, production companies, and internal teams."

Gabriel D’Angelo Braz

Marketing Director, Heineken® Brazil

Genuinely Brazilian wellness

Genuinely Brazilian wellness

In partnership with Saga Innovation, we mapped the wellness expression present in the daily lives of working-class women in Brazil, revealing the ethics of well-being that emerges from the everyday — vibrant, tropical, and popular. Through an ethnographic immersion into the imaginaries found in streets, homes, and social media, we translated this repertoire into new aesthetic and narrative codes for the brand.

POPULAR WELLNESS

The cartography ventured beyond the margins of conventional wellness research to reveal a sensorial, creative, and pulsating Brazil.

The study revealed aspirational codes that emerge from real life, where well-being is lived with salt, sound, and sweat. A beauty and wellness presence that continuously reinvents itself as a tropical and popular language.