Antarctica
Samba Talents
Antarctica accepted the challenge of revitalizing one of the brand's passions, samba de raiz, by creating the "Samba Talents" contest. The goal was to promote and value original samba in the communities of Rio de Janeiro.
The project was a success wherever it went, with more than 15 communities in Rio represented, rekindling young people's interest in popular samba culture. The initiative culminated in more than 100,000 votes in the "popular vote" category to choose the winner, demonstrating the public's broad engagement and passion for samba de raiz.
