The eighth edition of Rock in Rio The event in Rio de Janeiro began on September 27th. It will last seven days (September 27th, 28th, and 29th, and October 3rd, 4th, 5th, and 6th) in an expanded Rock City with new features such as the Nave – Our Future is Now, the Favela Space, and various other installations. The event includes initiatives from companies that draw attention to environmental and social issues.
Rock in Rio is a major hub for celebration and music – and the brands that sponsor the festival always engage with targeted communication that interacts with the festival audience. This year, the goal of conveying a message is even stronger, with brands highlighting the importance of everyone discussing serious issues such as diversity, respect for minorities, the environment, and responsible consumption.
Natura It is Heineken and the Circular Economy
With the goal of stimulating positive impact actions and contributing to the circular economy, the companies are inviting people to be agents of transformation. The unprecedented partnership between Natura and Heineken will transform the plastic cups discarded during the event into packaging for the Natura Humor line. The expectation is that approximately 2.5 million cups will be recycled. This activity will prevent the emission of up to 15 tons of CO2 into the atmosphere.
The cycle begins with local cooperatives, which already work in partnership with the festival, and are responsible for separating and properly disposing of the plastic waste generated during the event. Using post-consumer recycled materials, the forecast is to generate approximately 10 tons of resin, which will give rise to about 670,000 caps for the Humor Body Spray Deodorant.
Itau values differences
Diversity is the theme of Itaú's campaign; the film shows that music can be an effective tool for transforming people's lives, making them open to difference, regardless of origin, gender, age, religion, and opinions. Diversity is present in the Itaú Arena, a 400-square-meter space that features surprise shows and performances by... Banda Itaú, an orchestra formed by 47 members from Itaú.
Tabatha Aquino, from Rio de Janeiro, performed on September 29th at the Itaú Arena. The artist used to sing on public transport and in public spaces to express herself and gained fame when a video of her singing on the Rio de Janeiro subway went viral. She is featured in the series "Eu busco as diferentes" (I Seek Differences), in which she shares how music changed her life.
https://youtu.be/V6jLgzrRxls
“The idea is for the Itaú arena to be a meeting point, a democratic space that is alive all the time. It is strategically located in a privileged position within the City of Rock, so that people can enjoy the attractions without losing sight of the two main stages. We want this activation to be the materialization of the meeting of differences that is part of our concept at Rock in Rio this year. That's why we are bringing varied attractions that complement what the festival already offers,” says Eduardo Tracanella, Marketing Director of Itaú Unibanco.
Natura And the Ship, Our Future is Now
The "Nave, Nosso Futuro é Agora" (The Ship, Our Future is Now), installed in the velodrome, inspires the public to transform the world. This 15-minute sensory and multimedia experience unites music, art, and technology in a single space. The Natura installation features a 5,000-square-meter interactive LED panel, physical and virtual set design, and multisensory effects.
“For years, Natura has been committed to a sustainable development agenda that balances the economic, social, and environmental dimensions, which are effectively embedded in our business model,” says Maria Paula Fonseca, Global Director of Natura. “We are part of a global group driven by purpose, and therefore we seek innovative and massive platforms like Rock in Rio to make a powerful call for building a more beautiful, just, and balanced world. The partnership with the festival brings us closer to the young audience, aged 18 to 35, with whom we connect through our values and products,“ explains the executive.
The song “Ritmo da Alma,” composed by Zé Ricardo, curator of the Sunset Stage, is a highlight of the experience. The recording of the song featured renowned Brazilian artists such as Elza Soares, Dona Onete, Johnny Hooker, Maria Rita, Gaby Amarantos, Xênia França, and Iza.
“We realized that we had far more in common than differences. And at this special moment, as the company celebrates its 50th anniversary and projects its intentions for the next 50, 100 years, being connected with an event that has a young audience, that talks about experience and less about communication, is also a signal of where we should increasingly go with the brand,” Andrea highlighted.
Photo credits: dosambahostel
