The year 2024 marks the 57th edition of the Parintins Festival in Amazonas, one of the country's largest cultural and Brazilian celebrations. It is notable for the duel between the Garantido and Caprichoso bumba-meu-boi groups. And, as always, it's a festival full of colors, dances, music, and Amazonian folklore traditions.
The show also resonates with the marketing activations of the companies that embark on this. wave (of value) of the festival. All its symbolism, revolving around the rivalry between traditional symbols, generates opportunities for brands to embark on this battle, with exclusive products – sold only in the region and during the festival – in addition to adapting to the historical context of the occasion. Giving up aesthetic pillars of identity to embrace the local culture.
Blue Coca-Cola, Brahma, and Bradesco?
The brands mentioned above are leaders in their respective segments, with solid foundations in their brand books. But what made these companies adopt the colors of rivals to celebrate in Parintins? Well, we'll talk about that later. Brazilianness involved in the movement.
In the collective imagination, they are all characterized by a strong and striking red, but in the celebration, red is reserved for only one group. The audacity in launching bottles, billboards, and stylized products with colors outside the guidelines demonstrates the magnitude of the rivalry. But also, the refinement in activating them within the space. Going further, it's about contemplating all the mysticism involved.
Currently considered a national cultural heritage site by the National Institute of Historic and Artistic Heritage (Iphan), the Parintins Festival is linked to the cultural tradition of Boi-Bumbá, a popular manifestation that revolves around a legend about the resurrection of the ox. It began as a street game and developed to take on its current proportions.
Yet another of the great stories that enrich the cultural diversity of Brazil. From North to South, from East to West, our roots sow the seeds of what is richest here.
Understanding the festival's level of importance, iconic brands adapt to stand out, aiming to be embraced by the rivalry. And this answers one of the questions that linger in our creative process: After all, what is the point of creating?
We tell you:
TO STAND OUT AND TO CREATE VALUE IN A VOLATILE AND COMPLEX CONTEXT
It is estimated that the festival generated approximately R$20 million in sponsorship, featuring the presence of market giants who wish to convey their ideas and values through the representation of the state and its diversity in its products and services. Therefore, what stands out here is its uniqueness; avoiding all clichés, the festival is so relevant that it deserves careful planning. FAZ.
Throughout the entire spectacle, elements of nature and the intense connection between indigenous people and the environment are celebrated. The allegories bring together many representations of wild animals: eagles, owls, lizards, jaguars, etc. Amidst them, the staging features several dancers painted and dressed with accessories inspired by indigenous culture. The Garantido and Caprichoso oxen also reinterpret cultural symbols of the Amazon, incorporating traditional elements into their presentations.
“"All these elements can interact with different contexts, but they are elements of ownership."” – Danilo Cid, Partner VP of Creation at Anacouto
The Parintins Festival is not just a celebration of Amazonian culture and tradition; it is a powerful platform for brands that want to stand out and create value in a rich and diverse context.just like at carnivalThe participation of iconic brands in the festival is a testament to the importance of embracing Brazilian culture and connecting deeply with the audience.
The marketing campaigns emerging from the Parintins Festival are a brilliant example of how local culture can be authentically incorporated into brand strategies. These campaigns not only generate recognition and relevance, but also demonstrate the flexibility and innovation of brands in adapting to new cultural contexts.
For brands, the festival offers a unique opportunity to break away from the conventional and explore new forms of communication and engagement. By reinterpreting cultural symbols and adapting their visual identities, these companies not only capture the public's attention but also demonstrate respect and appreciation for local culture.
Parintins is more than a festival – it's a celebration of Brazilian culture, and brands that embrace this spirit have the opportunity to shine in an unparalleled way.
Written by: Pedro Silva/Paula Cardoso
