CoolBrazil by Rey Castro

CoolBrazil is trends, advertising, branding, musique and all-cool-things-Brazil. Rey Castro, 28, is a Sao Paulo-based advertiser, coolhunter & trend-forecaster, also social-media enthusiast. A Brazilian Gentleman.

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Water is running out in Brazil, thanks to #climate changes caused by people, who are as negligible and irresponsible as the governments they elect. A tragedy that everybody knew could happen but in the mentality of most Brazilians, elsewhere or anywhere but in #Brazil, where everything is more or was abundant. As the #Amazon #rainforest has been and remains being swiftly destroyed, #Brazilians (and #mankind)will suffer the consequences. Imminent #collapse of #water supply, as it currently is in this country, and most alarmingly in #SaoPaulo, the State that accounts for a quarter of the GDP of a very fragile economy (brink-of-collapse) This scenario should be seen as a #redalert for authorities, which should implement shocking rationing measures and treat the matter as a top #universal priority, after all, if there is no water what good is any other demand? There is nothing to be done by people to revert the situation now. It is a matter of days or weeks. Only #rainfall will reestablish the water reservoirs in the short term, but a dramatic change of mentality should be immediately adopted by society as well as serious planning and implementation of long term policies towards the greater good. Brazil's government (be it Federal, State or Municipality) has shown that is is not up to the task, but Brazilians, as a people, have a proven record in terms of a cooperative attitude (energy crisis of 2001). This matter does concern no one else but Mankind and stands above any ideology, creed or nationality. Hopefully it is not too late, nevertheless it would be better than never. We are reaching the tipping point and I believe in a major turnaround. Peace. Rey Damy-Castro Cc: @unitednations , @algore , @aecionevesoficial ,@_marinasilva_ , @barackobama, @michelleobama , @williamshatner , @therealnimoy , @georgewbush , @clintonglobal #water #drought #amazon #amazonia #climate #warming #global #world #change #humanity #wasser #agua #economy #future #zukunft

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eBay to launch Brazil-dedicated fashion app in Portuguese

Despite the growing number of Brazilians on ebay, the company is yet to officially add Brazil to its operations and fashion seems to be the gateway to the country as ebay seeks to get 25% of its revenue from emerging markets with Brazil and Russia as top players.

It should meet fierce local opposition such as long established Mercado Livre, the Brazilian branch of Buenos Aires founded Mercado Libre, which ebay owns a share of 20%.

Good news to Brazilians who are ever more looking for upper quality imported goods and luxury/international brands for reasonable prices in a more legally adjusted way versus today’s still (on average, overall) lower quality locally made pricey products and brands.

Let’s see the upcoming developments and soon test the android app, when available.

Source: http://exame.abril.com.br/tecnologia/noticias/ebay-lanca-app-de-moda-e-prepara-operacao-no-brasil

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From cars to scotch, from designers to handcraftsmen brands and people are shaking Brazil as history is being written before our eyes. Following the kick off to ongoing FIFA Confederations Cup, Fiat called all of Brazil to the streets in order to cheer and support the country in which turned out to inspire the top hashtag of Brazil’s 100% legitimate protests. #vemprarua Advertising also scored another goal as Johnnie Walker’s “The Giant Has Risen” pictures the beautiful Sugar Loaf montaing (Rio) rising from the sea and walking towards a brighter future; and so #changebrazil gained another top hashtag with #oGiganteAcordou as millions started following the metropolises and before anybody could expect, mid and small sized cities throughout the country united in peaceful manifestations, voicing their total discontentment against the total sense of corruption, impunity reigning this country. A small protest against the rise in bus fares in Sao Paulo and the uberviolent reaction of police forces set up the tipping point for what is now the greatest popular manifestation in Brazil’s history. According to a recent online poll conducted by renowned research institute Ibope, 94 % of Brazilians affirm that protests are legitimate and justifiable. In fragile times for an economy shaken with international and domestic uncertainties, creative industry is stepping up and playong cool, even if involuntarily as the cases of Fiat and Johnnie Walker ads, or the totally In cardboards designed by Isabela Rodrigues free for download or the handcraftsman mass producing V for Vendetta masks. Coincidence or not, there’s a new ad popping up by Axe (deo brand for young men - Unilever) stating that “Nobody can stop us now, not even water”. Brazilians are not going to stop. They want peace, Order and Progress. Respect. Pd: credits and links for Fiat, Johnnie Walker ad campaigns as well as mentions to designer Isabela Rodrigues's work will be provided later on from desktop (tumblr mobile app not very functional)

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Neymar on Time Magazine Cover

Lightning struck the Brazilian city of Santos more than twice, as the port town just 60 kilometres from the sprawling metropolis of Sao Paulo rejoices the success of its newest footballing superstar: Neymar.

Back in 2010 or early 2011, I commented on a series of forecasts made by U.S. agency JWT involving Brazil and one of the would be the rise of Neymar (read the post here) and how groundbreaking would be his staying in Brazil for a longer period as Neymar would (and has so) become the world's first ''emerging'' soccer celebrity and is always listed as one of the world's top footballers.

Time connects the rise of the young Neymar and the booming economy (far from booming now) that has brought Brazil into the global spotlight. The magazine also makes a naïve comparison when labeling Neymar as the Next Pelé.

Nobody will ever be Pelé, but himself. But nobody can deny that this young man is already a marketing phenomenon way beyond the Brazilian borders and his staying in Brazil has contributed to the emergence of the local football both in technical terms (less relevant to this post) but also in marketing and investment terms (more revenue, more sponsors, more big foreign names interested in BR football, consequently bringing more sponsors and more investments in a - hopefully - virtuous cycle). 

Another important fact is that Neymar has always been oriented by his father and his behavior in and out of the pitch has been remarkable, posing him as a true example of success to the younger generations, not only as a succesful athlete, but also as a succesful person as a whole.

Unilever, Panasonic to name a few, did not miss the opportunity as nowadays in Brazil, just about every brand would like to have Neymar's endorsement.

Note: Tumblr is not uploading the Time Cover snapshot, but you can see  it by clicking here.

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Guaraná Antarctica (AB-Inbev), the traditional Brazilian-made soda (2nd brand, after Coke), has just released a 10 million can production as a limited blue-coloured edition to celebrate the 10 million fans milestone recently reached on its official Facebook page.

Nice to see on-line going offline and I bet that Facebook likes this. 

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Muffato, a larger supermarket chain in Southern Brazil, unveils the country's first self-checkout system

In the Southern city of Londrina, Paraná State, it has been launched the self-checkout system with 6 units. Perhaps, not a great deal if you are reading this in America or Europe, but it's a breakthrough in Brazil.

Still in test, Muffato intends to expand the technology in Londrina and further in Southern Brazil. The results may be inspiring as much of the consumers' behaviours may be explained and an even wider adoption throughout Brazil may also bring new horizons to store exhibition and check-out area exploration, as these selfcheckouts occupy a smaller area and will open space for new in-store opportunities.

I should correct my initial statement, however. This is the first self-checkout system in a supermarket in Brazil, as apparel brand MeMove has been testing the self-checkout system since last year in Sao Paulo. MeMove is part of Brazil's Valdac Global Brands, owner also of famous Siberian and Crawford brands.

Both systems will hopefully be more widelyadopted in the next years as convenience and time saving become more and more important.. even for Paulistanos (citizens of Sao Paulo), who love spending time in queues... :)

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Oscar Niemeyer, 104, presents co-created Converse shoes in Brazil

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The Official Logo of the 2016 Olympiad in Rio de Janeiro

The Brazilian Olympic Committee unveiled the official 2016 Olympiad logo in the New Year’s Eve during the celebrations on the famous sands of Copacabana beach. 

It basically represents the union of people in the shape of one of Rio’s and Brazil’s most famous postcards: The Sugar Loaf.

It’s far from being patriotic: I love this logo !

To me, this logo represents the New Rio, or the return of the old Rio de Janeiro where people stay together: united, peacefully. Colours and happiness welcoming the world to celebrate peace through sport.  

For more details and info, visit the official website of Rio 2016 Olympic Games on http://www.rio2016.com.br/

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As London 2012 hands the Olympic flag to Rio 2016, time to take a look at the upcoming olympiad logo

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Centennial Architect Oscar Niemeyer Goes 3-D

Cult French magazine Visionnaire will release its Rio-themed #62 issue in September, focusing on the brilliance of all the works, lines and curves of 104-year-old Oscar Niemeyer.

Niemeyer is the man who changed and modernised Brazilian landscape (Creation of capital Brasilia, and important contributions in Sao Paulo and Rio) in the 50s, 60s, 70s and still gives his contribution to architecture and design in Brazil.

Quoting my source, PSFK:

”The photographs will come as part of a limited-edition slide portfolio designed to accompany the new Visionaire RIO 62 issue, which in keeping with the unique touches of each addition of Visionaire–comes packaged with a stereoscope in a lenticular case. Like a grown up version of 3D glasses, the idea is to “experience these iconic buildings via sophisticated 3-D photography.”

Niemeyer is one of the most famous Brazilians of all-time and his fame goes way beyond the national borders, take a minute to visit http://www.niemeyer.org.br/ and see all his amazing creations worldwide.

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Bamboocyles and The School of Young Urban Bikers

The City of Sao Paulo has just launched a social programme, assisted by Danish urban mobility specialist Mikael Colville-Anderse, that will, as of completion of the project, teach more than 4,000 children how to assemble their own bikes and how to behave properly in the hectic urban traffic of the megacity. 

The sweet detail comes in the sustainable designed bikes, which have been developed by Brazilian designer Flávio Deslandes, who created the first bamboo-bike in 1995.

Children of 46 community city schools will also learn mechanic basics and will have full support for daily commuting from home to school on their self-assembled sustainable bikes under the supervision of a steward, so they will end up including a healthier, cleaner and leaner means of transportation since the earlier years of life.

Sao Paulo and its 7 million cars thank this initiative. 

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Havaianas, The Great Flip

 The Brazilian flip-flop brand Havaianas, now worldwide famous, and since 1962 a true national icon celebrates its 50th anniversary in great style with this cheerful, colorful video: pretty much the Havaianas's look & feel.

For the long part of its existance, Havaianas was known as a popular, ordinary shoe for the every-day worker and had never enjoyed this fancy, cult status - that thanks to the Great Flip - the brand has gained over the last years.

The brand has evolved, Brazil has evolved and Havaianas continues and will always be the translation of the Brazilian feet.

It's simple, colorful, comfy and thanks to the Great Flip, it has become a stylish and cool product and a Brazilian icon around the world. 

Ps: Watch the English version here > http://vimeo.com/46455957

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Santos Dumont, Father of Aviation. Inventor of the Airplane and a true Brazilian gentleman. A hero. A genius. A legend. Learn more on http://en.m.wikipedia.org/wiki/Alberto_Santos-Dumont

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Open The Job is an interesting platform for exploring the companies and jobs ''of your dreams''.

It's easy to explore, nicely designed and the information available, as well as ways of interacting are pretty straightforward. So, if you speak Portuguese, just log on via facebook or twitter and get to know the top Brazilian and global companies based in Brazil. 

Companies are listed, rated by former and current employees and can also be followed by any user in order to have the latest updates, news and job openings and thanks to the project creator, there's also a place for posting photos and videos of the offices. 

For young students who dream of being there, that's already a start. In my time as a graduate student, it wasn't so easy ;)

Check Open The Job here.

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Beer Flavoured Easter Eggs in Brazil !

Fyeah! Brazil's leading beer brand, Skol, is launching a beer flavoured and themed easter egg.

Easter eggs in Brazil are really a sensation. They shake the chocolates market, boosting sales incredibly in the march-april period every year, usually all-family treats, giving/expecting an easter egg in Brazil is as sure as a Christmas gift.

Skol is the brand that does the best job in talking to young people in the country and will be campaigning on social networks only and the most active users on Facebook will earn a 6-pack of Skol's Chocolate beer-truffled easter eggs.

Skol's tagline is 'the round beer' (goes down smoothly) ... God job, great buzz coming up for Skol !

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Brazil by air, via Embraer I've recently posted a Johnnie Walker ad on Brazil, the rise of the sleeping giant. This institutional video is emblematic. The Sleeping Giant has risen and is now flying high across the globe. Stay cool, Brazil and don't disappoint us.

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Toy store Limited Edition uses heavy creative ammo with real life toy soldiers in Sao Paulo.

Great live stunt soon to go viral online in Brazil as awesome toyshop Limited Edition, located two blocks from Sao Paulo's Paulista Avenue, promotes its business with real life toy soldiers.

Good job by the guys at Age Isobar.

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The Sleeping Giant has Risen | Keep Walking, Brazil

Johnnie Walker has been launching some interesting campaigns in Brazil in recent times, but this one, is a tribute to this very country known as "The Sleeping Giant, The Country of the Future".

Well, is the future now? Looks like it and Johnnie Walker tells the story. 

Cheers !