"Merry Brasil to You" began as a Christmas message to Brazilians from Natura, the top cosmetics brand in Brazil. But it evolved into a tribute to the singularities the country bares even in a worldwide celebrated event. Instead of showing traditional signs like Christmas trees, Santa Clauses or wrapped gifts, Merry Brasil featured the dances, music and art that the Brazilian folklore has produced over 500 years, but seemed to have forgotten. It represented a rescue of values of Brasilidade, “Brazilianship”, and was achieved by the joint efforts of people in different areas such as music, digital production, naïve art, advertising and design.

The project began with the composition of the theme song, “Canção que Vem”, performed by the fabulous Gal Costa. It soundtracked three TV spots and a three-minute short film that aired in primetime TV. The song also took over radio, and was released as a single. Natura’s products received special packaging featuring scenes from the TV spots, along with brief descriptions of the celebrations depicted and their history. The boards of carved wood (more than 200)used in the production were assembled in a giant art exhibition, that represented a rebirth of the naïve art of Xilogravura.