Carnival with Ivete Sangalo WAZE
During Carnival 2023, we helped Waze connect with brands, cities, and people through a 360° campaign that took the spirit of the celebration from online to the streets. The voice of queen Ivete Sangalo guided drivers and partygoers, while mobility brand activations and a large-scale OOH campaign took over the highways linking Brazil’s main urban hubs.
In the Carnival Rhythm: When the map met the joy of the streets.
The initiative unfolded in phases, pre, during, and post-Carnival, and culminated in the celebration with Bloco Coruja in Salvador, where Waze became part of the party.
A project that brought together technology, culture, and emotion, connecting millions of Brazilians from north to south.
Role: Creative Lead; Content and Media Planning.