In a world where the expression of individuality is increasingly valued, Peça Rara Brechó positions itself as a space where everyone is welcome. The ‘É Para Todo Mundo’ campaign, created in partnership with the MEMO agency, aims to reaffirm the commitment to diversity and sustainability, showing that fashion and style are free territories and everyone can find their voice and their truth.
The campaign is born from the idea that there are no standards when it comes to style and personality and that fashion is a powerful means of expression, capable of transcending barriers and uniting people through creativity and authenticity.
To bring this message to life, the MEMO agency and Peça Rara Brechó created a soundtrack presenting the concept and with a big difference: all the income generated by playing the music on streaming platforms will be donated directly to the Instituto Eu Sou Peça Rara . The campaign will run on several digital channels, such as YouTube and Meta, on streaming platforms (Spotify, Google Music, Apple Music,…) and OOH. The campaign video is available on YouTube.
“Peca Rara’s positioning emerged organically from the heart and mind of our CEO and founder, Bruna Vasconi. She always said that the brand was for everyone, that we weren’t just going to sell luxury items, just children’s items, just women’s items! It has always been for all people, all styles, all sizes, all classes. And in an incessant search for us to understand how the thrift store would like to position itself to the world, we did this exercise of saying, let’s look inside and let’s do the simple thing. Our colors, our colorfulness, but always in contrast with something urban in black and white. Diversity is another attribute for speaking to all people. The translation of this restlessness is music in clip format to communicate with everyone”, announces Bárbara Pupe, Marketing Manager at Peça Rara Brechó.
According to the executive, the brand brought urban characteristics to its visual identity.
“Since we started working with Peça Rara Brechó, we realized that the essence of the brand comes from the founder, Bruna Vasconi and is present in each person on the team. Together, we transformed “it’s for everyone” into an integrated campaign, which reinforces the mission of being more than a fashion space, but a place of meeting, inspiration and transformation. ‘It’s For Everyone’ is more than a campaign, it is a manifesto for inclusion, diversity and freedom of expression. It’s a celebration of each person’s individuality and unique style. Because, at Peça Rara Brechó, fashion is truly for everyone”, says Aline Hasse, partner and strategy director at the MEMO agency.
Datasheet:
Advertiser: Rare Piece Brechó
Title: Peça Rara is for everyone
Creative Planning: Fred Aguiar
Creation: André Magrinelli, Washington Vitor, Carlos Tomé
Producer: MEMO Agency
Strategy Director: Aline Hasse
Photography: Image Bank
Original Soundtrack: Bigsmall Produções Artísticas Editor/Editor: Caroline Bueno
Operations Director: Caroline Stanziola
Service: Camila Barioni, Jullieth Machado
Planning: Fred Aguiar
Media: Alessandra Teixeira
Approval: Bárbara Pupe, Bruna Vasconi
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