Amazonia brand wins three Cannes Lions
WORLD: The Amazonia brand, an initiative developed collaboratively by the states of the Brazilian Amazon, reached a historic milestone by winning three Lions at Cannes Lions, considered the world’s most important festival of creativity, design and brand identity.
Recognition in the Design, Digital Craft and Industry Craft categories places the Brazilian Amazon alongside some of the world’s leading brands and global projects, celebrating a brand-building process capable of translating the region’s cultural diversity, rich biodiversity and economic potential into a positive narrative for Brazil and the world.
Developed in collaboration with the state tourism secretaries of the nine states of the Brazilian Amazon, the Amazonia brand was born from a shared vision of the need to strengthen the region’s identity and expand its presence on the national and international stage.
According to Vanessa Duarte, executive secretary of the Brazilian Amazon Consortium, the achievement represents the consolidation of a collectively built agenda.
“This achievement belongs to the nine states of the Brazilian Amazon and to everyone who believes in the potential of our region. The Amazonia brand is the result of a collective effort led by the Tourism Forum of the Brazilian Amazon Consortium and reflects the connection between our rivers, our rainforest, our peoples and the world. This recognition at Cannes Lions reaffirms the strength of a region that presents itself to the world through its diversity, its culture and the opportunities it has to offer. This is Amazonia projecting its identity to the world.”
The development of the Amazonia brand brought together the tourism secretaries of the nine states around a common vision for the region. Developed in partnership with Embratur, the Brazilian Agency for International Tourism Promotion, and with FutureBrand, the initiative also mobilized Amazonian artists and local talent, who helped transform the cultural diversity and richness of the region into an authentic brand, shaped by many hands and capable of representing the Brazilian Amazon on the world stage.
The Amazonia brand represents a territorial positioning strategy focused on highlighting the region’s biodiversity, culture and economic opportunities. The initiative seeks to strengthen sustainable tourism, expand development opportunities and position the Brazilian Amazon as a global reference point in biodiversity, culture and innovation. The achievement at Cannes Lions reinforces the importance of cooperation among Amazonian states and expands the international visibility of the Brazilian Amazon at one of the world’s most important forums for creativity.
Embratur president Bruno Reis congratulated the states of the Amazon on the achievement.
“This international recognition reinforces the potential of the Brazilian Amazon as a global tourism destination and shows that our territories, our communities and our diversity have an enormous capacity to inspire and project a positive image of Brazil abroad. Today, more than 70% of international travelers say they seek experiences connected to nature and sustainability. The Amazon region brings together unique attributes to meet this demand, combining biodiversity, culture, ancestral heritage and authentic experiences that position the region among Brazil’s major tourism assets on the international stage.”
Gilvan Pereira, president of Integrated Amazon Routes (RAI), said: “Seeing the Amazonia brand recognized at one of the world’s largest creativity festivals confirms the strength of collectively effort. The brand gives international visibility to our territories, strengthens tourism, highlights sustainability and shows the world that the Amazon has the ability to tell its own story,” he concluded.