Situation: The Yanomami people are facing extinction. Living in the middle of the Amazon forest, in a gold rich area, their land has been invaded by illegal gold mining cartels.

Brief/Objectives: To have the Yanomami fight for survival as a priority topic in the news media. To become a household conversation of the main Brazilian population. To generate clear effective action from the government.

Budget: $1MM

A full 3,000 musical parade with 26 sections and 6 building-size floats, telling the story of the Yanomami fight for survival, in front of a live audience of 100,000 people.

The musical Hutukara brings the story of the Yanomami people to the biggest live music spectacle on the planet. The Rio de Janeiro Carnaval becomes the stage for the Yanomami and their fight against illegal mining. 26 chapters tell the story of the Yanomami. From its origin to their current fight against illegal gold mining and the destruction of the Amazon forest.

With 3,000 participants, including 300 percussionists, and 6 building-size floats, the parade is a musical where the lyrics explain the mythology of the Yanomami, from the original Xamã and god Omama to todays real and deadly threat of the illegal gold mining cartels, the mercury poisoning of the rivers, the burning and devastation of the forest and their fight to protect what is left of the Amazon and themselves.

Hutukara is a spectacular protest. It was Performed in front of a live audience of 100,000

To build instant interest from the Brazilian population, we brought the fight of an isolated people to where every Brazilian is looking at (and singing with) during the 5 days of Carnaval.

Carnaval dominates the news, social media and every household conversation for a week, and we used that to have every Brazilian sing and see the Yanomami fight for survival.

We used the natural interest of Brazilians for Carnaval and samba to have them learn, understand and show their support for the Yanomami.

Hutukara brings to life a plethora of design elements. All of them come from the same source: The Yanomami culture and their fight against illegal gold. The development of the design and story narrative started with the composition of the theme song, which dictate the rhythm of all other design elements. Hutukara is an imaginative interpration of the Yanomami culture, through the lens of the Rio de Janeiro favela, where Salgueiro Samba school is located and originally from.

Everything in Hutukara was carefully resarched and carries deep meaning to convey the story of the Yanomami in a way Brazilians can't look away.

All materials are responsible sourced or a second use of recycled materials collected by the Salgueiro community in Rio de Janeiro.

Hutukara has 26 sections of different hand made costumes and 6 larger than life carnaval floats.

It is performed in front of a live audience of 100k

200M earned media

280M people reached

+5000% Yanomami mentions

50M song streams

+8,600 articles written