I know it may sound surreal, but the mega store Macy’s is doing a huge campaign on Brazil. When I first heard about this, I could not visualize how big a deal this was going to be. And it’s big! “Brasil, a Magical Journey” (notice that Brasil is spelled with S in Portuguese, not with Z. That alone was an interesting aspect of the campaign, leaving us very proud) is the title and the marketing includes billboards on buses and highways, ad pages on newspapers and magazines, commercials on TV, and that’s just the beginning. At the store, Brazil is all over.
From the fashions of Isabella Capeto, to the suitcases, bags, and art of Romero Britto, to the biojewlery of Maria Oiticica— what was once considered high-end craft, is now considered art!
Even the famous Ipanema beach tile pattern was replicated on the floor under children’s clothes displaying the cool spirit of Brazil.
Last week, I was honored to participate in this campaign by bringing my native Brazilian cuisine to their kitchen cellar. To see my native culture stamped all over the legendary store was pure elation. To cook at their kitchen and have a full crowd hungry to try Brazilian cuisine was pure adrenaline.
On the menu, our most iconic dishes: Caipirinha, Pão de Queijo, and Brigadeiros.
The only bad side, is that we, Brazilians, might get used to this.
What will happen when it ends? We’ll want more! I want more now!
Will there be another store to promote Brazil? Perhaps a restaurant? Perhaps more articles on the media? Perhaps a cooking show?
We could never imagine this. And Macy’s did it. What do you imagine next?