My Role: Art Direction

This is Marília Mendonça

Marília Mendonça, the most-listened-to Brazilian artist ever on Spotify and known as the "queen of suffering" in música sertaneja, left an unforgettable legacy. To honor this late singer and songwriter, Spotify is celebrating her lyrics through the “Pra sempre cantar junto” (Singing Together Forever) campaign, which includes a massive media campaign, an in-app experience, and culminates in a concert that brings together thousands of fans and some of Brazil's biggest stars for “This Is Marília Mendonça,” the brand's largest concert event worldwide.

For our identity, we transformed her initials, MM, into a crown symbol, and the campaign uses vibrant colors to convey a celebratory and uplifting tone.

The mudflap truck

Since truck drivers are such a big icon in música sertaneja, we brought in an artist to capture the "native" visuals of Brazilian truck bumpers, using the campaign's colors that reflect the classic elements of this vibrant vernacular aesthetic.

The Movie

Pra Sempre Cantar Junto - Movie

The Concert

We also created a film featuring the main stars of the show for social media and TV, airing during prime time.

Concert

In the end, the show was epic, it filled the stadium with fans. The identity was showcased on the big screen, along with merchandise and live-generated content that reached millions of viewers. “I am very happy to see Marília celebrated in this way,” said Dona Ruth, Marília’s mother. “Her life was incredible, and her legacy shows how important she is and will always be to Brazilian music. Celebrating her life and music in an event planned by us, as a family, and by Spotify, knowing we’re giving her fans the chance to hear her songs live again, moves me and makes me even happier.”