A region rich in natural beauty and landscapes, full of particular flavors and an immense and unique cultural and artistic variety, the Brazilian Northeast brings together countless peculiarities of a people historically marked by aspects that give them plenty of reasons to be proud. Intending to add strength to this feeling, the Sistema Jornal do Commercio de Comunicação (Jornal do Commercio Communication System) launched an advertising campaign in 2021 to further exalt the importance of the Northeast for the whole of Brazil.

I played a very active role in the development of the campaign. My contribution began with in-depth research into the defining icons of Northeastern culture and extended to a series of advertising pieces, including a video to promote the campaign. The primary language refers to cultural products such as cordel literature, still produced and consumed in part of the Northeast, classic iconography that refers to past decades, and elements and icons from various states.