AMAZON
APP DAY 26

Built around the idea that being Brazilian is a state of mind, the campaign blends muralism, vernacular typography and Amazon’s visual codes with the color, spontaneity and collective energy of Brazilian culture. The World Cup becomes more than a theme — it becomes a shared cultural language for the entire experience.

The journey communicates the campaign from the very first contact. A bold entrance portal, illuminated tunnel, check-in and photo moments transform functional touchpoints into an immediate, immersive and shareable introduction to the App Day universe.

Inside, modular arenas bring products, demonstrations and content into one immersive environment. Category-led spaces create hands-on encounters with Amazon and partner brands, while the central stage gives the experience a shared narrative and visual focal point.

Community becomes active participation. Creator seating, conversation spaces, football-inspired challenges and social areas create room for competition, exchange and spontaneous content — turning the event into a place to meet, play and belong.

The visual universe extends beyond the venue through objects designed to travel with the creators. Invitations, press kits, collectible pieces, uniforms and branded gifts connect the warm-up, the event and what remains afterwards — turning campaign assets into tangible parts of the experience.