Absolut · Agency Live · São Paulo
How do you turn a brand positioning into a cultural and social landmark? In the "Arte Resiste" project, INGF led the artistic curation of one of Absolut's most iconic campaigns. The activation was a perfect cross-media moment: artist Pati Rigon starred in the music video alongside Linn da Quebrada, Raquel, As Bahias e a Cozinha Mineira — culminating in the unveiling of a monumental mural in São Paulo.
The mural, signed by Pati Rigon and Renan Santos, brought a complex visual composition and powerful messages about diversity and intolerance. More than an advertising piece, it became part of the city's cultural heritage — proof that Branded Content can truly move the needle on consumer behavior and brand identification.
This project proved that urban art, when paired with an authentic narrative, ceases to be a backdrop and become a protagonist in the business. We went to Cannes with a mural that didn't just decorate the city, but changed the market perception of Absolut.
