CHALLENGE

with the cancellation of Rio de Janeiro’s carnival in 2021 due to Covid-19, Dimona, Brazil’s largest company for custom t-shirts and accessories, wanted to help ensure a safer carnival while also supporting the city’s street blocos – which lost their revenue – to get through this challenging time.

INSIGHT

to use the brand’s own platform, its custom t-shirts and accessories, to deliver the message of the importance of social distancing to the largest possible audience and generate extra revenue for the blocos.

SOLUTION

we called on illustrator Rodrigo Habib to create an exclusive print that represented all the blocos. then, we created an exclusive page on the Dimona website where, for each sale of a t-shirt with the blocos’ print, the user could choose a bloco to donate all the profits from the sale.

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RESULTS

we created a media pack to promote each bloco on social media, sent the t-shirts to influencers, and worked in partnership with Dimona’s press office to spread the message as far as possible, which generated so much earned media that the message made it to Eduardo Paes’ office [the city’s mayor], who ended up becoming the official ambassador of the campaign and signed a commitment form, drafted by the blocos themselves, guaranteeing a memorable carnival in 2022.