The One Show
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Category
Innovation & Transformation / Innovation in Design
Annual ID
OS22_DE161M
About the Work
We accept the unique and irresistible invitation to develop a Branding project for the Carnival of the samba schools in Rio de Janeiro.
The challenge was in the search for an icon that could represent the "greatest show on earth", found - after more than 7,000 interviews with people from the community itself - in the flag, which synthesizes the soul of samba schools. Her fluid and rhythmic movements during the show were our great inspiration.
The flag like a brush, draws the brand typography. With the flag movement as a starting point, we understood that the Rio Carnaval brand had to samba! We brought together incredible talents and after a lot of experimentation, we developed a brand that was alive and responsive to the sound of the snare drum and the tambourine, through a complex programming capable of generating infinite variations of the identity, welcoming the colors of each school individually and collectively in a great chromatic explosion. .
Sapucaí Carnival has been going on for many years and one of the intentions in creating a brand for this great event was to increase the reach of this cultural movement so rich for our country, opening space, increasingly, for a global reverberation. We aimed to develop a powerful, contemporary identity that, above all, would reveal the strength of the samba community. They are the soul and body of Carnival. It was very important throughout the entire process to develop “with” them and not “for” them. We sought a brand that represented everyone collectively, its contagious energy, its ability to transform the ordinary into the extraordinary. But we also wanted each school, each member to feel represented. That's why the brand wears the colors of each school and evolves in movements that accompany the samba turns of each drum set!
The challenge was in the search for an icon that could represent the "greatest show on earth", found - after more than 7,000 interviews with people from the community itself - in the flag, which synthesizes the soul of samba schools. Her fluid and rhythmic movements during the show were our great inspiration.
The flag like a brush, draws the brand typography. With the flag movement as a starting point, we understood that the Rio Carnaval brand had to samba! We brought together incredible talents and after a lot of experimentation, we developed a brand that was alive and responsive to the sound of the snare drum and the tambourine, through a complex programming capable of generating infinite variations of the identity, welcoming the colors of each school individually and collectively in a great chromatic explosion. .
Sapucaí Carnival has been going on for many years and one of the intentions in creating a brand for this great event was to increase the reach of this cultural movement so rich for our country, opening space, increasingly, for a global reverberation. We aimed to develop a powerful, contemporary identity that, above all, would reveal the strength of the samba community. They are the soul and body of Carnival. It was very important throughout the entire process to develop “with” them and not “for” them. We sought a brand that represented everyone collectively, its contagious energy, its ability to transform the ordinary into the extraordinary. But we also wanted each school, each member to feel represented. That's why the brand wears the colors of each school and evolves in movements that accompany the samba turns of each drum set!
2022 Awards
Total Points: 3
Merit
Credits
Agency
Tátil Design
Type Foundry
Plau Design
Art Director
Beto Biscesto
Dandara Almeida
Eduardo Mattos
Julia Liberati
Animator
Rosana Riedel Carvalho
Chief Creative Officer
Fred Gelli
Creative Director
Alice Gelli
Ricardo Bezerra
Designer
Giovana Romano
Julia Custodio
Livia Perdigão
Poliana Castro
Stephanye Parraga
Eduardo Mattos
Executive Producer
Mariana Soccodato
Bianca Cruz
Felipe Aguiar
Valentina Bahiense
Producer
Emannuel Zanoni
Newman Nascimento
Strategist
Cindy Richa
Creative Assistance
André Rodrigues
Creative Coding
André Burnier
Motion Capture & VFX
Marlus Araújo
Proof reader
Ana Mendes
Tania Belarmino
Video edition & sound branding
Frado
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