September 19, 2011
Groovy street art, brand messages share the love in Brazil
Brazilians are sharing the love these days, via a wave of groovy street art themed around love and happiness. “Mais amor, por favor” (“More love, please”)—a phrase created by 24-year-old designer Ygor Maratto that was spread around Sao Paulo by graffiti and street posters—seems to be Brazilians’ motto. Another common graffiti message is ”O amor é importante, porra” (something like “Love is important, dammit”), which has also proliferated around Sao Paulo. Indeed, these phrases are now proliferating online as well—as adages used within Facebook, Twitter and Instagram—and are featured in a fan-made video for a track by Brazilian rapper Criolo.
Creative collective Gentilezas Urbanas (Urban Pleasantries) uses black markers to change the stripes of traffic signs to heart-shaped patterns. In Porto Alegre, Projeto Pare (Stop Project) is also transforming signs, pasting stickers on stop signs to change their meaning, turning the chaotic traffic jams into a time to think about life. One example: “Stop and smile.” And in Rio de Janeiro, heart-obsessed artist Raquel Loback has been spreading heart-shaped stickers and pieces of paper across the city. (Young New York photographer and “fun maker” Katie Sokoler has a similar project, leaving little notes of love in strategic spots around the city.)
Brands aligned with this love-fest include Natura, a prominent cosmetic brand, which sells a perfume, Amó (shorthand for “amor,” or “love”), with a campaign based around the idea of spreading love; a short-and-sweet film shows a couple talking about their relationship, and the Facebook page includes posts about real love stories. Porto Seguro, one of Brazil’s largest insurance companies, created the campaign “Trânsito mais gentil” (“For a kinder traffic”), which we’ve spotlighted on our sister site, AnxietyIndex. And Melissa, a trendy shoe brand, created a concept store around the theme “Power of Love,” covering the walls in colorful Post-its and inviting people to write spontaneous love notes on them.