Under the delinquent and perverse government of Jair Bolsonaro, Brazil is experiencing one of its worst moments regarding the preservation of the environment. Environmental NGOs are under constant attack and suffer from the federal government's funding cuts.

Instituto Terra, a non-profit organization founded in 1998 by photographer Sebastião Salgado, with the aim of promoting environmental restoration of Brazilian forests, is facing serious difficulties in continuing its activities.

Its extensive work in forest restoration, protection of springs, applied scientific research and environmental education depends on partnerships with companies and, mainly, donations from individuals.

The campaign's main objective was to increase the number of donors so that the Instituto Terra can not only maintain itself, but also be able to increase its area of action.

We invited Gilberto Gil, one of the greatest geniuses of our music, to compose an original song, inspired by the work of the Instituto Terra. Refloresta is a hymn of love for nature that, in a light and charming way, conveys an urgent message.

Refloresta makes history by adding to the acclaimed and legendary "Re" trilogy - Refazenda, Refavela and Realce, iconic works by Gilberto Gil that have forever marked Brazilian music.

The video clip, full of symbolism, was inspired by Tropicália - one of the most important artistic movements in history - and included the participation of the artist's children and grandchildren, making the work even more special.

To bring Instituto Terra closer to the younger public, Refloresta also marked the artist's debut on TikTok.

The vast majority of campaigns dealing with the environment only portray the sad and often tragic side of the impacts caused by man. This habit, besides keeping new donors away, makes the campaigns very similar, which prevents the differentiation of the messages.

In opposition to this formula, our strategy was to exalt the positive side of the fight for preservation and attract people's attention through the beauty and strength of Brazilian popular culture.

It was then that we decided to use our most powerful weapon: music.

Refloresta is the result of the historic meeting between two of the greatest geniuses of the arts: Sebastião Salgado and Gilberto Gil. Taking this fact as a starting point, a strong PR strategy was developed to give maximum visibility to the launch of the campaign.

Relying on a modest investment, our idea was to maximize the reach and influence of these two personalities in favor of the campaign, which lasted one month and had a major launch: a 10-minute story in the main entertainment program of Brazilian television and a massive participation of artists and celebrities.

Far beyond expectations, the campaign promoted a 50,000% increase in donations, which provided for the planting of more than 300,000 trees in a new area to be reforested of 600,000 square meters in the interior of Brazil.

The high engagement of celebrities, who reposted the campaign on their social networks, and the great repercussion in the national and international media (including a 10-minute story about the campaign on Fantástico, the most prime time of Brazilian TV), yielded the equivalent of US$ 5MM in earned media.

Another highlight of the campaign was the more than 120 million videos that were made, organically, with the music on TikTok, bringing Instituto Terra closer to the younger audience.

"Refloresta inspires a new generation to make a positive impact on the planet."

- Rolling Stone Magazine