The Círio de Nazaré is considered the world's largest Marian pilgrimage and one of Brazil's most important religious and cultural celebrations, bringing together approximately 2.3 million people in Belém, Pará.
In 2025, I contributed to the creative development of Vale's campaign, inspired by the idea that Círio is a cultural experience that must be lived, not explained. As a sponsor for over 20 years, Vale sought to celebrate the faith, traditions, and cultural identity of Pará.
KEY VISUAL DEVELOPMENT
Three Key Visual concepts were developed as creative explorations of Círio de Nazaré, translating the celebration's cultural symbols, traditions, and emotional connections into distinct visual interpretations.
Through a digital-first campaign across Vale's social media channels, we transformed the celebration's symbols, stories, and emotions into engaging visual narratives, bringing the spirit of Círio to audiences far beyond Belém.
The campaign brought together local and national creators, including Thiago Gomide (Tá na História), Michel Pinho, Jeff Moraes, and Luly Mendonça, to celebrate Círio de Nazaré through authentic storytelling and engaging digital content.
Combining cultural narratives, creator collaborations, and trend-driven videos, the strategy connected different audiences to the celebration, generating strong engagement and positive results for Vale's social media presence.
RESULTS & IMPACT
The campaign extended the Círio experience beyond the streets of Belém, combining paid media in Pará and Maranhão with organic content across Vale's social media channels.
Qualitative analysis revealed that most conversations centered around faith and emotional connection, demonstrating how the campaign successfully brought audiences closer to the cultural and spiritual essence of Círio de Nazaré.