Black Presence

A sponsor of the Brazilian Olympic Committee, Vivo celebrated the new Olympic sport of breakdancing at Lollapalooza Brazil

Brazilian telecommunications company Vivo aims to increase the visibility of the new Olympic sport of breakdancing at the Paris games through music and its social context with origins in black and peripheral cultural manifestations. The campaign film was created by VML and stars Bboy Luan San, a breakdance athlete from Team Brazil, with the beat performed by MC Levinski from Batalha da Aldeia, the largest battle rhyme collective in Brazil.

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 breakdancing to Lollapalooza, further expanding the festival audience's connection with artistic movements of black origin.

Sleyman Khodor

CCO, VML

Vivo, as a sponsor of the Brazilian Olympic Committee, wanted to increase visibility for the new Olympic sport and, with the help of music, bring the public closer to its social context and explore artistic possibilities of the synergy between technology and breakdancing culture.

To kick off this conversation, Vivo's film from VML explores breakdancing culture through the lens of community and black entrepreneurship. Directed by filmmaker Juh Almeida and starring Bboy Luan San, a Breakdance athlete from Team Brasil, with the beat interpreted by MC Levinski from Batalha da Aldeia, it's the largest collective of rhyme battles in Brazil.

At Lollapalooza Brazil, the brand's spaces connected the public with the visual concept of the campaign, with direct references to Brazil's street art and featured meetings between b-boys and b-girls with groups taking part in rhyme battles. Vivo also had a squad of black influencers to show the power of the connection between sport and music within Lollapalooza Brazil and reinforce black entrepreneurship, with content shared on Vivo's social networks. The venue bleachers for spectators to watch the performances also had cell phone charging stations with Ovvi fast chargers, Vivo's technology accessories brand.