São Paulo, August 2024 – Nothing represents the energy of a festival better than stage diving, the moment when the audience jumps into the crowd and is carried by it. C&A recaptures this iconic essence of Rock in Rio in its new advertising campaign, created by VML, and transforms the energy of music into a memorable fashion moment.
The "C&A Official Rock in Rio Look" campaign celebrates the energy and excitement that music festivals awaken in people. To bring the campaign to life, C&A has assembled a star-studded cast including Pedro Sampaio, Camila Queiroz, Mariana Weickert, Carmelita Mendes, and Ícaro Bomfim. Each cast member brings a unique connection to fashion and the music world.
In the main campaign film, with an arrangement created by DJ and producer Pedro Sampaio, the festival's iconic soundtrack sets the rhythm for the protagonists to showcase looks featuring pieces from the exclusive collection created by C&A for the music festival.
Pedro Sampaio, one of the most anticipated national attractions on the Sunset Stage, sees the partnership with C&A as a way to connect even more with his audience. "Being on the Sunset Stage, which represents so much cultural and musical diversity, is an honor. I'm very happy to be part of this moment, especially in the year we celebrate 40 years of Rock in Rio," celebrates the singer.
Camila Queiroz and Mariana Weickert share the view that music and fashion are complementary elements that reflect people's identities and emotions. "Music and fashion have always been present in my life. I use music to access my emotions, and being with C&A at the biggest festival in the country, doing what I love most, is a moment of great celebration," says Camila. Mariana adds: "Fashion and music make a perfect match. Both express our personality and vibe, communicating to the world who we are."
Carmelita Mendes and Ícaro Bomfim also emphasize the importance of participating in a campaign that unites fashion and music. For Ícaro, this collaboration with C&A at Rock in Rio is a milestone in his career. "Music represents who I am. Being able to express that through fashion alongside C&A at this festival is an incredible moment. I started with this great brand and being here today reaffirms that my journey was worth it," says Ícaro. Carmelita adds: "Besides identifying with the campaign theme and the brand, it's a pleasure to be able to bring this strategy to life with C&A, especially at a festival like Rock in Rio, which celebrates so many stories and artistic expressions."
The campaign will launch on digital channels starting August 20th and will continue until September, when the festival takes place in Rio de Janeiro. The media plan includes several activations culminating in a two-story C&A booth located next to the Sunset Stage during Rock in Rio.
Rock in Rio Collection
The C&A Rock in Rio collection brings style and authenticity to festival fans. With a diverse line of oversized t-shirts and licensed sweatshirts that capture the energetic spirit of the event, the collection also includes shorts, jackets, skirts, and women's jeans, as well as animal print designs, lace, and sheer pieces. To complete the look, the collection offers special accessories such as belts, caps, and bags, ensuring a complete and striking look.
The men's collection has not been forgotten, with a variety of pieces that combine style and comfort. Highlights include t-shirts in Peruvian cotton and knits, as well as pants and shorts in denim and twill.
The pieces are available on C&A's e-commerce and in physical stores starting August 20th, with prices ranging from R$29.99 to R$359.99. Customers can also take advantage of easy payment in up to 5 installments without interest using C&A Pay.
