FilmBrazil Returns to Cannes Lions with Concept 'Made in Brazil'

FilmBrazil, the international platform developed by the Brazilian Association for the production companies (APRO) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil), returns to the Cannes Lions Festival promoting the concept 'Made in Brazil'.

Intending to rescue the enchantment of the international market for Brazil, the campaign, which was created by Fred Siqueira, Ricardo Merhi and Mauro Villas-Boas from Ampfy, carries the concept 'Made in Brazil' that has an exuberant art direction by Mel Cerri, who also developed the illustrative lettering work by hand, and Mauro Villas-Boas. The FilmBrazil campaign includes digital pieces and actions that will catch the eye of anyone attending the event or following the project's social networks.

An important part of the campaign is the film produced by Piloto, with sound design by S de Samba. The film was created through iconic films from FilmBrazil's associated companies. It brings the essence, spirit, and professionalism of Brazilian productions, offering the public a unique vision of our rich culture and territory. In addition, it also shows our diversity of casting, location, and creativity.

Besides that, on Thursday, June 22nd, the artist Rafaella Braga will paint a large mural in honour of our country, which will be on display at the Palais. 

From Goiânia, only 22 years old, based in Berlin, where she has lived for almost four years, Rafaella is a promise in the field, known for painting giant canvases that express feelings that take the viewer into a fantastic world. During these years living abroad, the artist has participated in an artistic residency in Barcelona and held group exhibitions in Berlin. In 2020, she exhibited her works at the SP-Arte Viewing Room, a virtual edition of the largest art fair in Latin America. More recently, the artist celebrated her first solo exhibition in Zurich, Switzerland, at the Kogan Amaro Gallery branch. In addition, she also has a work that is at the Frieze New York, one of the most celebrated art fairs in the world.

“We want to give visibility to women in these actions. In addition to the expectation of the mural that will be created in real-time in Cannes by Rafaella Braga, who is a girl who has broken barriers in the artistic world with her beautiful works, we also had the illustrative lettering of the extremely talented Mel Cerri, who brought the essence of Brazil to the campaign. They are two strong women full of personality with unbelievable talent. We believe that their work is powerful and will help us to translate this moment that we are experiencing in Brazil. They will certainly contribute to rescue everyone's admiration”, says Marianna Souza, president of APRO and executive manager of FilmBrazil.

Besides the action with Rafaella, on the same day on 22nd, FilmBrazil, with the support of Globo, will also promote a happy hour on the terrace of the Palais des Festivals, in Cannes, with a live show by Wilson Simoninha, Jair de Oliveira and the Acadêmicos do Baixo Augusta, a block that represents one of the fundamental pieces of the birth of the new era of street carnival in São Paulo.

“I am very happy to be able to participate in this event with FilmBrazil and Globo. We intend to bring to Cannes Lions a little of the joy and strength of the São Paulo carnival through its street block. Performing this show at the festival will be very special. Not only for Brazilians but for the worldwide audience that will have the opportunity to check it out and have fun with us through Acadêmicos do Baixo Augusta”, says the singer, songwriter, producer and music director Wilson Simoninha.