Vivo

To highlight the severe issue of droughts in the Amazon rivers, Vivo launched the fictional campaign "Amazon Desert Rally." The initiative simulates a rally circuit on the Rio Branco River, the main river of Roraima, which suffers from severe droughts. With the message "Don't sponsor this rally," the campaign aims to raise public awareness about the urgent environmental situation in the region. The campaign also reveals that 40% of deforestation in the Amazon is illegal, exacerbating river droughts and harming the ecosystem. The central message is clear: "This rally is not real, but the dry rivers are."
We planned the campaign to resemble a race design and created all graphic communication, including symbols, signs, and flags, adding significance and authenticity to the project. The visual identity was inspired by indigenous elements such as tales, animals, and stories about the creation of life. We crafted seven woodcut posters to reinforce the message, combining simplicity, sharp design, and a direct graphic aesthetic with everything made from certified wood.