Carnival of savings. Right here.
Redeconomia Carnival Campaign, 2024.
In Brazil, Carnival stops the country. It takes over the streets, the media and everyday life — full of rituals, references and shared behaviour. And Rio sits at the centre of it all. From street blocos to samba parades. From packed beaches to neighbourhood celebrations. What matters is enjoying it. And, of course, spending wisely.
A celebration that happens in the streets. Or at your local favourite supermarket.
Redeconomia brought the spirit of Carnival into its stores — drawing on its symbols, sounds, dances and customs, embodying the brand’s benefits.
Street parades were recreated inside the stores, with customers following a campaign jingle like a traditional sound truck, while handmade costumes turned shoppers into part of the brand — highlighting offers and savings.
And just like Carnival floats, shopping carts filled with products became moving displays of savings.
The Big Savings Receipt
The Redeconomia App
The Redeconomia Coin
The Rede Lover
The Big Savings Sign
Everything was designed to feel familiar. Recognisable. Participatory.
The experience expanded across media, stores and social through a Carnival-style jingle that quickly became part of the brand’s community conversations — inviting customers and partner brands to join and create their own Carnaval da Economia.
At Redeconomia, saving is what keeps the party going.
+2M plays
Instagram views within the first 24 hours of the campaign.
Community response
Customers were recorded singing the campaign jingle during in-store activations.
Credits: Creative Direction, Campaign Lead & Art Direction — Sarah Rolindo / Copywriting — Sarah Rolindo, Toni Lourenço / Design — Rachel Freitas / Production — Leandro Bateira / Media, Social & Influencers — Karen Mesquita, Amanda Lacerda, Alexia Jordão / Film Direction — Ulysses Sena / Film Production — Ulysses Sena, Hebert Quiles, João Paulo.