Centennial Brazilian brand, Caloi has raised the flag for the rights of the LGBTQIA+ community since 2019. The company has already colored its iconic winner symbol with rainbow colors, launched the limited-edition Caloi Rainbow model and supported singer Liniker last year. . But before carrying out all these actions, Caloi created the Diversity Committee internally, which was created to provide more opportunities for everyone within the company, in addition to debating the company’s role in Brazilian society.
And as Diversity Month is celebrated in June, in 2022 Caloi teamed up with visual artist Doug Reder to draw attention to the causes of the LGBTQIA+ community. Doug created a new graphic, completely handmade, for the new Caloi Rainbow – a bicycle model that is a symbol of the brand when it comes to the fight for diversity.
This new Rainbow was created this time on the iconic Caloi Urbam bicycle and it brings playful elements, with nostalgic and vivid colors, which refer a lot to all the stories under the rainbow flag, symbol of the LGBTQIA+ community. All the artwork created by the artist and incorporated into this new version of the bike represents the freedom, acceptance and courage of everyone to be exactly who they are. According to Doug:
“I believe that for me and many people, Caloi refers to childhood, freedom and affection. I remember when I got my first bike from my father, it was a Caloi. I also remember my grandfather, now retired. He had a bicycle shop for many years in a small town in the interior of Paraná. In the workshop, where I spent most of my childhood, I have a lot of fondness for those memories. I helped with customers, played games and rode my bike around town. My relationship with the bicycle started very young and it continues to be part of my story to this day, so it meant a lot to me to be able to rescue all these memories and to be able to celebrate with my work and my art a cause that crosses me directly. Knowing myself, accepting myself and loving myself was an intense process, but it brought me many achievements and happy moments, as an artist and as a person. We are individuals with characteristics and stories that make us unique in this world and we should celebrate that! I am very happy to share this project with Caloi!”
Eduardo Rocha, CMO (Chief Marketing Office) at Caloi, comments:
“The new Caloi Rainbow created by Doug had the graphics hand-drawn by him. It is a unique piece, a work of art, that celebrates the cause of the LGBTQIA+ community. Just as it is proud to be a Brazilian brand, Caloi is also proud to manufacture bicycles for everyone. For years we have encouraged equality in the country, drawing attention with actions and campaigns, and here we are again, as we will be in 2023, 2024 and always. The new Caloi Rainbow represents the freedom, acceptance and courage of the LGBTQIA+ community, words that are as symbols of this struggle, like our bicycle.”
The new Caloi Rainbow created in partnership with Doug Reder will be used as an exhibition by Caloi this June, already encouraging the public to make donations to Casa Miga. In July, 150 bicycles of the model, with unique graphics by Doug, will be marketed by the company and all the proceeds from the sale of the product will go to Casa Miga, which welcomes Brazilians, refugees and LGBTQIA+ immigrants expelled from home and /or in a situation of social vulnerability
The campaign for the new Caloi Rainbow bike debuts this Monday (06/06) on Caloi’s social media. A landing page for the campaign was also developed, which presents the entire operation of the action https://caloi.com/rainbow/.
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