C&A has launched its new advertising campaign for Rock in Rio, created by VML, focusing on the connection between fashion and music. Titled “C&A Official Look of Rock in Rio”, the campaign seeks to capture the energy and excitement of music festivals, symbolized by the iconic “stage diving”, when the audience is carried by the crowd.
The campaign features well-known figures such as Pedro Sampaio, Camila Queiroz, Mariana Weickert, Carmelita Mendes and Ícaro Bomfim, each bringing their own personal connection to fashion and music. The highlight of the campaign is an advertising film with musical arrangements by Pedro Sampaio, which presents the exclusive C&A collection, created especially for the event.
The campaign emphasizes the relationship between fashion and festivals, positioning C&A as a brand that accompanies the public in moments of celebration and fun.
Pedro Sampaio, one of the most anticipated national attractions at the Sunset Stage, sees the partnership with C&A as a way to connect even more with his audience. “Being on the Sunset Stage, which represents so much cultural and musical diversity, is an honor. I am very happy to be part of this moment, especially in the year in which we celebrate 40 years of Rock in Rio”, celebrates the singer.
Camila Queiroz and Mariana Weickert share the view that music and fashion are complementary elements that reflect people’s identity and emotions. “Music and fashion have always been present in my life. I use music to access my emotions, and being with C&A at the biggest festival in the country, doing what I love most, is a moment of great celebration,” says Camila. Mariana adds: “Fashion and music form a perfect marriage. Both express our personality and vibe, communicating to the world who we are.”
Carmelita Mendes and Ícaro Bomfim also emphasize the importance of participating in a campaign that combines fashion and music. For Ícaro, this collaboration with C&A at Rock in Rio is a milestone in his career. “Music represents who I am. Being able to express that through fashion alongside C&A at this festival is an incredible moment. I started with this great brand and being here today reaffirms that my career was worth it,” says Ícaro. Carmelita adds: “In addition to identifying with the campaign theme and the brand, it is a pleasure to be able to bring this strategy to life together with C&A, especially at a festival like Rock in Rio, which celebrates so many stories and artistic expressions.”
The campaign will be launched on digital channels starting August 20th and will run until September, when the festival takes place in Rio de Janeiro. The media plan includes several activations that culminate with a two-story C&A stand, located next to the Sunset Stage, during the days of Rock in Rio.
Rock in Rio Collection
C&A’s Rock in Rio collection brings style and authenticity to fans of the festival. Featuring a diverse line of oversized T-shirts and licensed sweatshirts that capture the energetic spirit of the event, the collection also includes women’s shorts, jackets, skirts and jeans, as well as designs in animal print, lace and transparent pieces. To complete the look, the collection offers special accessories, such as belts, caps and bags, ensuring a complete and striking look.
The men’s collection was not forgotten, with a variety of pieces that combine style and comfort. Highlights include Peruvian cotton t-shirts and knitwear, as well as denim and twill pants and shorts.
The items are available on C&A’s e-commerce site and in physical stores with prices ranging from R$29.99 to R$359.99. Customers can also take advantage of easy payment in up to 5 interest-free installments using C&A Pay.
