We’re all born naked, and from there we go in search of our personality and individuality. We believe that what we choose to wear is one of the greatest ways that human beings can express themselves. Inspired by this reflection, the film shows a multitude of naked people running across an enormous field towards different displays of clothes, as if they were just beginning to open their eyes to fashion and discovering different ways to express themselves. As they dress themselves, they gain new energy and are encouraged to keep searching. This manifesto, apart from the visual component, featured an original composition – an anthem that came to be part of the unbranded work by the brand in constructing a new stance: remix yourself.

The song consolidated the connection between the new brand and its target audience, so much so that it was turned into a 3-minute unbranded single, first made available on the brand’s site – generating flow within the virtual store – and then on Soundcloud. DARE was also played nonstop (thanks to audience requests) on C&A store radio and by major radio stations across Brazil.

From here on out, the results speak for themselves: 6 million views for the spot, 66,000 plays/downloads of the song (without taking into account the 4shared links that people downloaded). Over 12,000 mentions on social media. And a reach of 500% more than estimated, given the media funds allocated.