Black Presence

After activating themes such as black entrepreneurship network and rhyme battles, Presença Preta highlights breakdance. The choice takes place in line with the debut of breaking as an Olympic sport at the Paris games in July.

Presença Preta encourages a sense of community and increased representation of black people at cultural events where access is still not very inclusive. In this Olympic year, Vivo is also taking the opportunity to bring break dancing to Lolla, further expanding the festival audience's connection with artistic movements of black origin

Sleyman Khodor

CCO at VML

Vivo is taking another step towards promoting diversity and inclusion at festivals and is once again bringing the Presença Preta project to Lollapalooza Brasil, this time combining music and sports. In this edition, the brand is tackling breakdance, the newest Olympic sport, which has its origins in black and peripheral cultural manifestations. Vivo, as a sponsor of the BOC (Brazilian Olympic Committee), intends to increase visibility for the sport and, with the help of music, bring the public closer to the sport and its social context.

To kick off this conversation, Vivo is premiering a film, created by VML, in which it explores the artistic possibilities of the synergy between technology and Breaking culture. To this end, the audiovisual piece, directed by filmmaker Juh Almeida, will star Bboy Luan San, a Breakdance athlete from Team Brasil, and will have the beat interpreted by MC Levinski from Batalha da Aldeia, the largest collective of rhyme battles in Brazil.

At the event, the brand's spaces will be the point of connection with the public and will bring the visual concept of the campaign, which brings direct references to the country's street art. There will be meetings between b-boys and b-girls with groups taking part in rhyme battles in São Paulo. Vivo will also have a squad of black influencers, who will show the power of the union of sport and music within Lolla BR, as well as reinforcing the black entrepreneurship ecosystem activated with the festival will be present in its content and on Vivo's social networks.