Riachuelo
AGENCY
W3haus
CATEGORY
Art Direction, Creative Concepts, Digital Campaign
BRIEF
The case revolves around Riachuelo's 360-degree advertising campaign for the Paris 2024 Olympics. As the official fashion brand for Team Brazil (COB), Riachuelo will dress the Brazilian athletes for the opening ceremony.
Riachuelo has engaged the skilled embroiderers of Seridó to create intricate, handcrafted embroidery on denim jackets made from sustainably sourced fabrics, produced using textile industry waste. Our primary challenge was to develop a campaign concept that told the story of both fashion and the embroidery of Seridó. Additionally, we needed to create visuals that reflected this connection and evoked Paris 2024.
OUR CHALLENGE
The result is the concept "Pride Embroidered on the Chest" (Orgulho Bordado no Peito), featuring striking key visuals that use the blue of denim as the backdrop, combined with embroidery elements integrated throughout the entire campaign.
We also developed comprehensive content that beautifully tells the story of the embroiderers and highlights the sustainability behind the campaign. This included compelling Visual Merchandising pieces, engaging content with the Brazil Team mascot on TikTok, and even wrapping an Azul airplane with the campaign concept, ensuring widespread visibility and impact.
RESULT
