The Amazon Desert Rally campaign designed pieces that resonate with the visual language of indigenous tribes from the Amazon. Among the works developed are woodcuts made on certified wood that underwent graphic intervention by the indigenous people themselves. The posters were illustrated by a handmade process using 2 meters of wooden plates, with special ink. Additionally, miniature cars were created from clay found at the dry riverbeds of the region. The pieces were hand-painted by the indigenous people, and jumpsuits were manufactured with patterns also designed by the indigenous people.

The posters, miniature cars, and jumpsuits are not available for purchase. However, they were all part of brand activations and were exhibited at a Stock Car race at the Interlagos circuit in São Paulo. Additionally, copies of these pieces were sent to relevant influencers in environmental activism and distributed during the Stock Car race at Interlagos.

The Amazon Desert Rally campaign was developed for Vivo, considered the most sustainable company in Latin America, according to The Sustainability Yearbook 2024. The brand always seeks to shed light on environmental issues in Brazil. One of the most urgent issues regarding environmental preservation is in the Amazon region. In 2023 alone, 120 trillion liters of water dried up from the Amazonian rivers. The main cause of this is illegal logging. The entire Amazon is suffering from this tragedy. One of the region's most important rivers, the Rio Negro, dried up to a record level in 2023. Meanwhile, the Rio Branco, in the state of Roraima, experienced its second worst drought in history. Droughts are becoming increasingly worse in the Amazon. The flood season, which occurs with the rains, is taking longer to return. Experts estimate that a point of no return will be reached by 2050. This is the scenario that motivated the creation of the Amazon Desert Rally. To draw attention to this terrible problem, we formed rally teams with indigenous people, as they are the most affected by the drought. An indigenous saying states: "When the indigenous person loses their land, they not only lose the land, but also their identity".

In this context, the campaign draws attention to a scenario that could become a reality in a few years: the transformation of the Amazon Rainforest into a vast desert.

The desertification of the Amazon has already begun, and it is something that could become irreversible if the forest is not protected. The Amazon Desert Rally campaign sheds light on this urgent situation, largely caused by illegal logging. We created a team composed of indigenous people to participate in a rally that isn't real, at least not yet – it will only happen if the process of Amazon desertification is not reversed. The team was named Tucunaré, which is a river fish from the Amazon that is endangered. Thus, the campaign aims to make people think about the origin of the wood they buy, to check if it is a certified product.

The goal of the campaign is to draw attention to a serious issue, the desertification of the Amazon, through a completely original idea: promoting a rally in the desert in a region occupied by a forest. It's an action that aligns perfectly with Vivo's purpose, the most sustainable company in Latin America. The campaign reaches out to everyone who typically buys products for their homes, raising awareness about the importance of wood certification. It also speaks to companies that purchase wood in large quantities for various purposes, as well as to the government, responsible for oversight and taking measures to protect the most sensitive areas.

To achieve a truly efficient and relevant outcome, the Amazon Desert Rally campaign needed to connect as closely as possible with those most affected by the desertification of the Amazon: indigenous communities. With this in mind, the entire design strategy was created. All campaign pieces carry the same aesthetic language found in the indigenous tribes of the region. Among the works developed are woodcut prints made on certified wood that received graphic intervention by the indigenous themselves. The posters were illustrated in a handmade process, using a special ink, following all ecological specifications. Furthermore, car miniatures were created from clay found in the dry riverbeds of the region. The pieces were hand-painted by indigenous artists. Additionally, overalls were manufactured with prints designed by the indigenous people.

The campaign's aim is to draw attention to a serious issue: the desertification of the Amazon, through a completely original idea - promoting a rally in the desert in a region occupied by a forest. It's an action that aligns perfectly with the purpose of Vivo, considered as the most sustainable company in Latin America. In all its stores, the brand uses only certified wood. It's a technology company, yet it uplifts the purpose of a more inclusive and sustainable society. The Amazon Desert Rally campaign sheds light not only on the issue of rivers but also on illegal logging in the region. One of the outcomes of the campaign could be seen in an activation held at the São Paulo Stock Car race, featuring a speech by an indigenous leader. The speech was posted on social media, and all Brazilian media covered the event.