We were invited by Lovely to create this São João campaign for Bradesco, inspired by the friendly rivalry between Caruaru and Campina Grande, home to two of Brazil’s biggest June festivals.
Building on the campaign concept, we developed a visual language inspired by Northeastern Brazilian folk culture and the tradition of repente, a form of improvised poetic dueling built around rhymes, wit, and playful provocation.
We created a series of handcrafted illustrations that bring these two cities together, exploring the colors, shapes, and visual elements associated with São João celebrations. Each composition was designed to capture the spirit of rivalry while also celebrating a sense of unity.
The result is a series of pieces that turn rivalry into connection and visually express the campaign’s central message: the greatest São João is the one we create together.