Viva o Amor for the Heart of Brazil campaign strengthens proximity to the region and its people
Starring the singers Maiara and Maraisa and with the motto Viva o Amor pelo Corao do Brasil, Boticrio’s new regionalized campaign declares love for the Midwest. For the second consecutive year, the brand praises, in different activations, the beauties of the interior of Brazil, its nature, its people, its cities, its wealth and its customs. The second largest region in the country is home to the main Brazilian springs, some of the most sought after natural destinations, the center of power, thriving agriculture and a strong presence of country culture.
The choice of artists to star in the campaign took into account the strong relationship they have with the region and the authentic connection with the local public. Originally from the Midwest, from São José dos Quatro Marcos (MT), the sisters are an example of female empowerment and lived in the region the most important moments of their careers. Here is, without a doubt, the birthplace of country music and the place that believed that women could indeed be side by side with men in music, and ended up showing this to the rest of our Brazil, say Maiara and Maraisa.
The campaign film shows Maiara and Maraisa in the dressing room, getting ready for another show and remembering their childhood. The duo reinforces that, despite the schedule that takes them to appointments throughout Brazil and abroad, they always return to the place where love speaks loudest: the heart of Brazil. The video also features images of the Midwest, such as natural landscapes, cities, people and customs.
Boticrio has a very special relationship with the Midwest. Our connection with the region is longstanding and each year, we fall more in love with its people, its culture, its nature. We love the beauties of the Cerrado and the Pantanal, its plateaus and waterfalls, horseback riding and guitar players. We are very connected with the heart of Brazil, as many in the region express the place where they live, says Boticário’s regional marketing director, Jacqueline Tobaru, also remembering that Boticrio Group maintains, through its foundation, the Serra do Serra Natural Reserve Tombador, in Cavalcante (GO), the largest private reserve in the Cerrado.