Campaign bets on a limited edition of the brand’s Equilibrium line
This month Truss launches the Amazon Conservation Edition Truss campaign, with the aim of contributing to the conservation of the Amazon rainforest. With a narration by actress Juliana Paes, one of the brand’s ambassadors, the hero movie calls the public’s attention to the conservation of Brazilian biodiversity and is part of the launch of a special edition of the Equilibrium line, which will have part of the proceeds reverted to socio-environmental projects of the IP – Instituto de Pesquisas Ecológicas, partner of the brand since 2021 and which has been operating in the Amazon for over two decades.
Produced by TRUSS itself from immersion in the forest, the film will be released on social networks from June 5th, World Environment Day. The production also highlights the brand’s investment in the pilot project for the recovery of areas, which will be implemented by the Institute in the Sustainable Development Reserve (RDS) Puranga Conquista, located on the Lower Rio Negro (AM).
We consider this project an important step for TRUSS, now part of Grupo Boticrio, which has as one of its main pillars the generation of a positive impact on society. With the action in partnership with IP, which leads projects involving scientific research on species, environmental education and habitat conservation, we will benefit, on average, five hundred families that depend on the preservation of the Amazon Forest, says Marcela de Masi, executive director of branding and communication of Grupo Boticrio.
