São Paulo

Interrogating Brazil’s cultural bias against the dark

  • As part of a larger exploration of the theme of ‘darkness’ – and how brands can leverage it to their advantage – we explored its meaning within Brazilian culture

    We showed how, in the Brazilian imagination, darkness is opposed to the symbolic power of colour and light. It’s the strangling of life, the dimming of possibility, and the demise of one’s public body

    In a land of light and colour, brands need to be careful if they want to play in the dark