CONTEXT:
The Terra Firme neighborhood in Belém do Pará is historically marked by the resistance and creativity of its population. The group “Boi da Terra” represents this energy through popular culture, an art form that transforms the street into a stage and the people into protagonists.

In 2009, the group was invited to perform at the World Social Forum, one of the largest social mobilization events in the world, and needed a visual identity that represented its spirit, with soul, color and cause.

CREATIVE CHALLENGE:
Create a bilingual (Portuguese and English) institutional poster and flyer, with strong visual and emotional appeal, that combined:
- The popular aesthetics of Amazonian culture;
- The seriousness of the social cause;
- The universal communication of the international event.
And all this, without any money. In other words, it was done with heart and soul.

RESULT:
- The piece was displayed at the project's stand during the Forum, gaining visibility among cultural movements in several countries.
- The poster summarized the essence of the group with the phrase:
“Culture goes where it has never been. Joy is where everyone needs it.”
- The images mixed black and white photos to highlight the liveliness of the ox in contrast to the surrounding reality, emphasizing the power of culture as a transformation.

HIGH POINT:
This was one of the first projects in which communication was used strategically to convey pride, belonging and hope. And all this without funding, but with purposeful design and a keen eye on the social impact of art.