Carmen Miranda — O Musical

Carmen Miranda occupies a rare place in the Portuguese and Brazilian imagination: instantly recognisable image, complex biography, contested cultural reading.

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The risk of a recognisable title is superficiality: audiences assume they already know what they will see. Curiosity had to be created about the story, not only about the figure.

We took the distance between icon and person as the narrative engine of the campaign. Communication was built to promise a story, not an impersonation.

The tone balanced spectacle and density: colour, music and movement on the surface; identity, exile and reinvention underneath.

Visual identity, video teasers, rehearsal content, phased paid campaigns, editorial communication and activation with organised audiences.

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Musical theatre audiences, Brazilian and Luso-Brazilian audiences, music and cultural-memory audiences, cultural tourism and groups.

Channels: Meta, Google, email, cultural press and partnerships.

Monitoring was phased, separating initial interest in the title from actual ticket conversion and adjusting the message according to each segment's response.

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That recognition of a figure is not in itself a sales argument: it is raw material for a narrative.