Campaigns

  • Campaing
  • Sustainable Narrative
  • Communications
  • New Global Economy

Tucum is a platform that promotes Indigenous art as a pathway to economic autonomy, cultural appreciation, and environmental preservation. Through a fair business model, it connects more than 80 traditional communities with consumers across Brazil and around the world. This generates income, strengthens identities, and helps keep the forest standing.

But the more this art gains visibility, the more it gets copied. Handcrafted pieces full of meaning are replicated by large industries — stripped of origin, context, and positive impact. For consumers, it becomes difficult to tell what is authentic and what is cultural appropriation.

 

  • The solution

It was from this tension that we created the campaign “Talk to the Bowl.” We turned a traditional advertising format — the banner — into a direct bridge to the forest. By clicking on a banner, users were taken to a live Google Meet conversation with the Indigenous artist who created that piece.

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More than selling a product, the campaign offered a real experience of listening, connection, and appreciation. It helped reveal that behind every necklace, mask, or basket, there is a story of resistance — and a concrete way to help keep the most important forest on the planet alive.
Indigenous territories in the Amazon have deforestation rates 16 times lower than other areas of the biome. Supporting those who create with roots, identity, and purpose is also a way of supporting a more balanced future for everyone.