An integrated campaign created to promote Vale as the main sponsor of Amazonia Live, an event by Rock in Rio and The Town. The campaign placed the Amazon at the center of the cultural agenda ahead of COP30, using music and storytelling to transform environmental commitment into cultural relevance.

Built around a major live experience in Pará, the campaign unfolded across a TV film, OOH, DOOH and social media content, connecting the scale of the event to the forest’s cultural and emotional power. The communication amplified the project before, during and after the shows, creating consistency across mass media and digital platforms.

Amazonia Live generated R$247.3 million in earned media, 980 press stories and 84% positive sentiment. It also strengthened Vale’s association with sustainability and helped the brand achieve its highest reputation score since 2019.