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The Drum talks to Ricardo Silvestre of Black Influence and cultural intelligence company Peji, in addition to Luciana Pessoa of Lado Animation.
Brazil has been named Creative Country of the Year at Cannes Lions 2025, reflecting its rising affect in international advertising. Behind the award is an inventive sector increasing each its functions and its talent to problem long-standing assumptions in regards to the nation’s function within the trade.
For Ricardo Silvestre, founding father of Black Influence and co-founder of cultural intelligence company Peji, get entry to has been a key motive force. Digital platforms have allowed inventive voices from out of doors the normal São Paulo and Rio de Janeiro markets to realize visibility. “We’re seeing new aesthetics, regional voices and stories that better reflect the reality of the Brazilian population,” Silvestre stated. He issues to an trade an increasing number of outlined via innovation, knowledge and cultural originality.
Silvestre warns that many world manufacturers nonetheless depend on old-fashioned assumptions when coming near Brazilian customers. “Reducing Brazil to clichés like soccer, carnival and beaches is not only outdated, it is strategically short-sighted,” he stated. He cites the rustic’s racial and regional variety as an ongoing blind spot for international entrepreneurs. “Brazil isn’t a single market or identity. It is a mosaic of cultures, stories and consumer behaviors.”
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As Brazil’s inventive sector grows its presence across the world, Silvestre argues that larger illustration inside management positions might be vital. “Over 56% of the population identifies as Black or mixed race, yet this majority remains underrepresented in agencies, brands and on global stages,” he stated.
Lado Animation, led via govt director and co-founder Luciana Pessoa, has emerged as one of the most studios bringing Brazilian inventive output into international markets. The corporate has delivered campaigns for Riot Games, NFL and Pfizer, whilst additionally increasing its portfolio of unique IP rooted in Afro-Brazilian narratives. “We have reached a new level of maturity where technique, technology and narrative sophistication are converging,” Pessoa stated.
She provides that Brazil’s rising profile isn’t merely about manufacturing quantity, however about authoring unique content material that displays Brazilian views. “We are starting to create original IPs that reflect our worldview, and we want these stories to travel,” Pessoa stated. Lado has additionally invested in an AI lab to assist scale its inventive processes with out changing human artists.
Both executives level to Brazil’s alternative to persuade international narratives, no longer simply provide inventive products and services. As Cannes recognizes the rustic’s present output, many inside the marketplace see it as a platform for broader world affect.
