Company created series of actions to delight rockers; company
has been operating in the region for 20 years, where it has a socio-sustainable business model
This year’s edition of Rock in Rio Brasil will be more involved with the aim of ensuring a more sustainable future. This is what Natura proposes, which renewed its partnership with the festival, and says it believes that art, culture and entertainment access a field of senses and emotions that has great potential for mobilizing the transformations that we want to see in society. . The phrase was said last week by Maria Paula Fonseca, the brand’s global director, who also invited people to be more enchanted and engaged with the Amazon.
Natura understands that the powdery Amazon is an urgent and important key to building a more beautiful world. That’s why, in all of the brand’s experiences linked to the festival, the public will be invited to be enchanted by the vast multicultural universe of the Amazon, adds Maria Paula. Rock in Rio will take place on the 2nd, 3rd, 4th, 8th, 9th, 10th and 11th, at Cidade do Rock (Olympic Park, Barra da Tijuca, Rio de Janeiro), and should receive around 700 thousand people during the seven event days.
Nave, an attraction co-created between Rock in Rio and Natura, returns to Cidade do Rock to show, according to Maria Paula, an Amazon that speaks in the first person, that is plural, feminine, contemporary, ancestral and peripheral, that overflows with art and culture.
The actions programmed by the brand begin with the Transborde Amaznia campaign, which will bring to TV, OOH and digital an Amazon that is still unknown to most people. The region will also be featured on several TV programs on Globo and Multishow, which broadcast the festival’s official broadcasts. The City of Rock will also house the Natura Portal, designed by architect Marko Brajovic, which, according to the company, will be a synesthetic experience of the Amazon in different dimensions; another attraction will be the Pop Up Natura store, where the public can try and buy the brand’s products, such as the Ekos and Faces lines.
Our campaign and festival experiences are a reflection of Natura’s deep relationship with the Amazon. Present in the region for over 20 years, we have been enchanted by the wealth, the people and the abundance of the forest. Since then, we have developed a unique business model based on socio-biodiversity, which combines science, technology and innovation with traditional knowledge, generating socio-economic development and cultural appreciation of the territory, says Denise Coutinho, marketing director.
We want to promote this same enchantment in our spaces, contents and with our products from the Ekos line, which, in addition to having an incredible sensorial, involve more than 8 thousand families in the production process and contribute to the conservation of more than 2 million hectares of forest. , he added.
