Cannes Contenders 2026: Brazil

Brazil might be known as a football country, but our creativity goes beyond the pitch.

We grew up making so much out of little, and maybe that’s what reminds us to find happiness in the simple things.

Since the subject is local ideas that have been shining in Brazil, I’d like to highlight a few things that really caught my attention.

Whether it’s a simple insight, a smart pipeline, or just because I genuinely think the idea is great, these are the pieces of work that stood out to me.

Uber UberLÂNDIA

At a time when brands are slapping their names onto everything and turning it into a mess, Uber managed to change everything without really changing anything.

Uberlândia became UberLÂNDIA, and suddenly the entire country was talking about it.

Brazilians went crazy for the idea online, even though it was pulled off by a relatively small team across four divisions.

In my opinion, it is 1-0 to Uber.

An amazing idea.

Amazônia Brand Identity

At a moment when the world’s attention is fixed on one of the planet’s greatest natural treasures, Brazilians themselves can sometimes overlook the beauty of their own culture.

This project feels like an attempt to rewrite that story.

Inspired by the courses of Amazonian rivers, the identity system becomes what could almost be described as the first true brand for the forest itself.

The typeface, shaped by nature, turns the environment into the artist.

A beautiful design project filled with meaning.

Mercado Libre Scratch Your Data

Scammers in Brazil are becoming increasingly sophisticated, from fake calls to phishing emails and suspicious purchase links.

That is what makes this idea feel so smart.

By physically protecting personal data on packaging itself, the campaign turns a simple mechanic into something genuinely useful.

Scratching the surface also unlocks rewards and coupons, adding another layer of engagement.

A simple packaging idea that helps people while still delivering for the brand.

BEES and Corona Sun Tables

The same sun that draws people onto the streets for a beer can also push them away from certain bar tables during the hottest parts of the day.

This campaign transformed that problem into an opportunity.

Using mapped sunlight data, BEES and Corona identified exactly when tables became exposed and rewarded customers for sitting there and ordering another round.

It is a clever blend of data, behaviour and real-world utility, all built around a very human insight.

Doritos The Triangle Theory

Back in 2002, the world thought Ronaldo would miss the World Cup through injury.

Then he appeared with the haircut that stopped everything.

Years later, Doritos found a brilliantly ridiculous way to build a story around it.

Through a “lost storyboard” supposedly explaining the origins of the famous haircut, the campaign turned a piece of football folklore into a playful brand narrative.

It did not just spark conversation in Brazil, it became one of the year’s most entertaining World Cup tie-ins.

Damn, what a GOAT.