Based on an African proverb, the campaign created by VMLY&R has as its motto “the future is a collective race”
The Black Presence is, once again, confirmed at Lollapalooza Brasil, which takes place between the 24th and 26th of March, at the Interlagos Circuit, in So Paulo.
For the 2023 edition, the movement launched by Vivo, sponsor of Lolla Lounge, is part of the African proverb that says “if you want to go further, go together”, as a way of expanding the approach to the sense of community and black entrepreneurship.
The project, which has as its motto The future is a collective run, brings as ambassador the rapper L7nnon, who is in the line up of the festival, and in the film that launches the concept of the campaign, created by VMLY&R, the rapper demonstrates that when a black artist takes the stage, takes with him a whole team of black people who contributed to the show happening.
The campaign will be publicized with OOH media all the way to the festival, from Congonhas Airport to the CPTM train. The brand will also be present in Lollapalooza broadcasts on Multishow and on the Bis channel.
more than being present. This year, Presena Preta also seeks to strengthen the sense of community in which experiences and talents are enhanced in the people themselves and in the exchanges between them, comments Sleyman Khodor, CCO of VMLY&R.
With the project, in addition to allocating part of its income to black people and people from peripheral communities, Vivo will also take to its channels the names of black entrepreneurs who form a network around black people who attend the festival.
The operator will also have a squad of black influencers and entrepreneurs who will generate content during Lolla BR and support a group of rising black photographers who will be responsible for the festival’s photographic coverage.
In this new edition of Presena Preta, our objective is to use our brand strength to give visibility to the ecosystem of black entrepreneurs, showing that the future can and should be more diverse, especially if built collectively, said Marina Daineze, Director of Brand and Communication from Vivo.