From Cannes Lions to the Oscars, and through the Creator Economy: how Brazilian branding and creativity are shaping the global economy.
Have you ever stopped to think that the Brazilian creativity Is it not only expressive, but also structuring? Data revealing that 3.11% of GDP comes from the creative economy. and that 83% of Brazilians are proud of their own culture. They show how this power drives the economy, fuels narratives, and sustains brands. The world consumes our music, our fashion, our aesthetics—and now, our strategy as well.
Based on this reflection, it is important to emphasize that the Brazilianness This is not a campaign briefing, but a A strategic lens capable of generating real differentiation.. Brands such as Havaianas, Dengo e Granado They don't just sell products — they build meaning from who they are and where they come from.
In this article, we propose reflections on how organizations that anchor themselves in their purpose, they capture the cultural context and transform the branding The use of strategic assets is gaining relevance worldwide. Furthermore, we will explore how this differentiation translates into a competitive advantage, highlighting Brazilian organizations and expanding their connections with a global audience.
Shall we go together?
Creative Brazil: a powerhouse beyond the economy.
Image: Cannes Lions Press Release
Organizations play a fundamental role in the world, not only for the economy, but for the... strengthening of cultures and from social mobilization. When an organization has clarity about its role in the world and define your purpose, She is capable of building ecosystems and thus contributing to and sharing positive impacts. And that's where we bring in the... Branding as the core of managementThe discipline that will align everything she He is, he does, and he speaks.. When your creativity and talent are genuinely and strategically offered to the world, that's when your potential can truly be unleashed.
In March 2025, we celebrated a milestone that indicates Brazilian organizations are moving towards this evolution: Brazil received its first award for... ‘'Creative Country of the Year'’ node Cannes Lions Festival 2025. International recognition not only highlights our country as a powerful creative hub, but also shows how our cultural richness shapes perceptions, behaviors, narratives, and continues to inspire new approaches in the advertising market.
A Brazilian creative economy It continues to grow. According to WARC data, Brazilian advertising investment is estimated to grow by 7.91% in 2025, reaching R$92.5 billion. The country also launched "Brasil Criativo," a set of guidelines for the National Creative Economy Policy, through which the Ministry of Culture seeks to solidify the creative economy as a strategic engine for the economy. social progress, economic e cultural of the country. (Source: B9)
Image: Agência Brasil
These milestones we have witnessed reinforce our ability to constantly create, recreate, and innovate to go beyond the simple product-consumer chain. They demonstrate our ability to create memorable experiences, captivating narratives e engaged communities, working towards an approach focused on ecosystem vision. This sense of belonging, Brazilian pride, and spirit of collaboration reveal a potential in our DNA that can – and deserves to – still be nurtured.
It is in this scenario that Brazilian organizations are conquering the world: appropriating their local DNA, but evolving with the global context. And few translate this movement of differentiation and impact in the world as well as [Brazilian company name]. Havaianas. Let's explore how this icon builds a iconic branding?
Havaianas: the Brazilian icon with a new global positioning.
Image: Anacouto case for Havaianas, January 2025
Havaianas It's more than a brand — it's a A global icon with a Brazilian soul.. One of the most beloved by Brazilians, which grew with iconic advertisements and unforgettable phrases such as “"Everyone uses it"”, It is now establishing itself in the global market. But how can it preserve its tropical and irreverent essence while competing with big names in the music industry? fashion?
The answer lies in strategic branding. In our recent creative project, we started with a simple yet powerful question: what is the“fashion vision”"from Havaianas"With the goal of consolidating the brand with a more premium positioning outside of Brazil, the new strategy does not abandon its origins—on the contrary: it values them. Brazilian identity as a competitive advantage. The challenge was to develop a visual and flexible system that reinforces its sophisticated Brazilian signature. As I said Maria Fernanda Albuquerque, Global VP of Marketing at Havaianas:
“For many, being Brazilian is a positioning. For Havaianas, it’s personality. It’s not just about who we are, but about how we express ourselves.”
Strategic branding: creating a flexible and authentic visual system.
A Havaianas branding strategy it is based on its purpose of “"to bring the joy of living to Brazilians"”. At the heart of this repositioning is the Brazilian Ginga, a new perspective on fashion that translates the brand's essence to the global stage. This vision materializes in an identity system that balances vibrant colors, lightness, and attitude, creating a visual and verbal universe which conveys the spontaneity and warmth of Brazil.
“The challenge was to capture Havaianas‘ proprietary fashion vision while preserving its originality. 'Brazilian Swing' was born from this movement – a balance between the tropical warmth of the colors, the fluidity of the shapes, and the Brazilian soul, creating a vibrant and unmistakable visual universe for Havaianas,’ explains [name of person/organization]. Danilo Cid, VP of Creative Partner at Anacouto.
A brand signature It was refined to combine casualness and tropicality with the level of finish demanded by the premium market. The result is a positioning that consolidates Havaianas as a... Lifestyle desired globally.
Click here to see the full case study.
SXSW 2025 and the Creator Economy: the expansion of the influencer market.
Image: Texas Standard
A Brazilian creativity What conquers the world on the catwalks also pulsates in the algorithms of the internet. And not only through big brands, but also through creators who are transforming their talents into businesses and influence. SXSW 2025, It became clear that the Creator Economy It has reached a new stage of maturity. Creators have moved beyond being "influencers" and have become brands in their own right. Mentorships, digital products, equity deals And paid communities: revenue streams are multiplying — and so is the demand for strategy.
Advertising investment follows this curve: 86% of companies in the US already use influencer marketing.. For the first time, spending on social video ads is expected to surpass that of linear TV. Research from Goldman Sachs reveals that... The influencer market is expected to reach US$$ 500 billion globally by 2027., with an annual growth of 10% to 20% in the number of content creators. In Brazil, the world leader in Instagram influencers, there are more than 10.5 million creators with at least 1,000 followers, and 500,000 profiles with more than 10,000 fans. when other platforms are considered.
Creator Economy Trends in 2025
The festival showed that in this new cycle, three trends are gaining strength:
- AI as a creative co-pilot Intelligent automation that frees up more time for ideas.
- Revenue diversification Creators become entrepreneurs.
- Strong communities The depth of the relationship is worth more than the numerical reach.
More than just following this trend, brands need to learn from it. How do they create a continuous presence, real content, and a genuine community? How do they act less like corporations and more like creators? The Creator Economy is about this. proximity, consistency and trust — three ingredients that also build an iconic brand.
Design as a driver of value: Brazil awarded at the iF DESIGN AWARD 2025
Image: iF DESIGN AWARD 2025
In February 2025, our CEO, Ana Couto, participated as a judge in the prestigious... iF Design Award, one of the world's largest design awards, with over 11,000 entries from more than 100 countries. In addition to the Brazilian presence being marked by the participation of five Brazilian jurors (Ana Couto, Fernanda Marques, Bruno Porto, Guto Requena, Patrick Speck e Juliana Buso, (International Relations of the Brazil Design Center), Brazilian creativity was present among the award winners, reinforcing that strategic branding transforms creativity into lasting value. As an agency that was born from design and today operates throughout the branding journey, we enthusiastically celebrate the results alongside brands that believe in the power of design, such as Brastemp, Stam e Happy Eggs.
“Participating for the second time was an enriching experience, evaluating the best projects and exploring the trends that are shaping the future of design,” comments Ana, alongside 131 experts from 23 countries.
These award-winning cases show how design goes beyond aesthetics and becomes a strategic tool to strengthen purposes, expand positioning, and boost businesses. When Brazil invests in creativity with consistency and intention, it is not only recognized—it leads.
Check out the award-winning Anacouto cases.
Brazil knows it can do more — and the anaconda is accelerating that movement!
Whether in Cannes, at SXSW, at design awards ceremonies, or on digital platform feeds, Brazil showcases its creative power to the world. A power that extends beyond aesthetics, but connects with... purpose, culture e innovation. This purpose is what drives the ecosystem. anacoute For over 30 years: driving the value of people and organizations. Alongside SLAB, On our content and learning platform, we have already impacted thousands of professionals and companies who share the same ambition — To generate value through knowledge, exchange, and practice..
And you, are you going to speed this up? (r)evolution of branding Join us in Brazil? If you want to stay up-to-date on the latest news from Brazil's largest branding ecosystem and be part of this movement, be sure to follow our channels:
anacouto: newsletter | Instagram | LinkedIn
SLAB: newsletter | Instagram | LinkedIn
Written by: Bianca Barboni, Anna Montenegro, Beatriz Piunti, Paula Cardoso.
Don't stop here: Want to learn more about the power of branding for a Brazilian organization like Natura? Read our latest article. Branding and female empowerment: the ingredients for Natura's successful communication.
