Vult is a Brazilian beauty brand that honors women's empowerment in Brazil and has programs to professionalize them in the beauty industry.

The brand's primary target audience is black women who have found purpose in makeup.

This is why Vult appointed Nayara Justino as an ambassador for their Carnival Campaign. Given Nayara's similar background to their consumers, the brand was able to establish a strong connection with its audience through her personal story.

In 2013, Rede Globo, the country's leading network, removed Nayara Justino as Globeleza after racist attacks and replaced her with another woman who had lighter skin to occupy that position.

This time, it could not happen again. Nayara was more than just an ambassador, she was able to celebrate her trajectory and black pride as a star of the biggest samba schools in the country at Sapucaí, which was nationally streamed by that same network.

Vult hacked the live coverage of Rede Globo, the main network in Brazil, during Carnival by featuring Nayara Justino as the star of the most important samba schools in the country.

Rede Globo had previously removed Nayara from the position of Globeleza after she faced racist attacks for being "too black" and replaced her with a woman with lighter skin.

Vult, showcasing Nayara in the spotlight once again at the Sapucaí, celebrated her journey and black pride in a place that had always belonged to her, proving there is no such thing as "too black"

Hacking Rede Globo, the leading TV Channel in Brazil, may sound impossible, but we managed to do it. We brought Nayara Justino back to the spotlight as the star of the show during the Carnival parade. This act celebrated Nayara’s trajectory, black pride, and the values that Vult stands for. We strengthened the bond with our target audience and increased awareness as a purpose-driven brand.

Nayara celebrated her story not only as our ambassador or the face of our Carnival campaign, but also as the Queen of Carnival, a place that had always belonged to her.

Vult hacked Rede Globo's live coverage of Carnival by featuring Nayara Justino as the star of the most important samba schools in Brazil.

After facing racist attacks and being replaced as Globeleza by a lighter-skinned woman, Nayara's journey and black pride were celebrated by Vult in a place that had always belonged to her: the spotlight at the Sapucaí. The innovative approach challenged and subverted the dominant media narrative, proving that there is no such thing as "too black".

This strategy resonated with the target audience, strengthening the brand's purpose and increasing awareness of the importance of representation and diversity.

The work broke the record of visualizations, it was more than 32MM visualizations on social media.

It reached the biggest engagement of the period, more than 77% compared with other brands during Carnival.

Organically it became the most talked campaign during the Carnival, with the highest PR Stunt, more than 35.000 mentions, with 9,8% of engagement.