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“Brasil, A Magical Journey” campaign by Macy’s

Contributed by Florian Hardwig on Nov 1st, 2019. Artwork published in
May 2012
.
“Brasil, A Magical Journey” campaign by Macy’s 1
License: All Rights Reserved.

In spring 2012, retailer Macy’s launched a Brazil-themed campaign.

From Sao Paulo to Rio, and from the Amazon to Bahia, Macy’s tribute campaign aims to capture the spirit of this rich and intriguing culture through specially-curated in-store shops, collaborations with well-known Brasilian fashion designers, Brasil-themed events in stores and a fundraising program to benefit the Amazon Rainforest.

Motter Femina is prominently featured for the campaign graphics; on banners, POS displays, shopping bags, and product labels. The swirling bold cursive by Austrian designer Othmar Motter is used with alternating glyph colors. It also appears in an iOS app and a video clip.

“Brasil, A Magical Journey” campaign by Macy’s 2
Source: www.fashionforwardtrends.com License: All Rights Reserved.
In-store decoration.
Source: thebrazilianfoodie.wordpress.com The Brazilian Foodie. License: All Rights Reserved.

In-store decoration.

“Brasil, A Magical Journey” campaign by Macy’s 11
Source: www.falandodeviagem.com.br License: All Rights Reserved.
“Brasil, A Magical Journey” campaign by Macy’s 12
Source: www.falandodeviagem.com.br License: All Rights Reserved.

Shopping bags featuring designs by Brazilian artist Kakau Höfke.
Source: www.kakauhofke.com Kakau Höfke. License: All Rights Reserved.

Shopping bags featuring designs by Brazilian artist Kakau Höfke.

Motter Femina in use for “an interactive iOS based application that utilized augmented reality to engage in-store visitors with immersive game experiences”, designed by Adam Barnum and produced by Magic Bullet Media.
Source: dribbble.com Adam Barnum. License: All Rights Reserved.

Motter Femina in use for “an interactive iOS based application that utilized augmented reality to engage in-store visitors with immersive game experiences”, designed by Adam Barnum and produced by Magic Bullet Media.

Video clip produced by Magic Buller Media. Motter Femina is used in all-lowercase for the location names.

“Brasil, A Magical Journey” campaign by Macy’s 10
Source: vimeo.com License: All Rights Reserved.
“Brasil, A Magical Journey” campaign by Macy’s 8
Source: vimeo.com License: All Rights Reserved.

“Brasil, A Magical Journey” campaign by Macy’s 7
Source: vimeo.com License: All Rights Reserved.
“Brasil, A Magical Journey” campaign by Macy’s 9
Source: vimeo.com License: All Rights Reserved.

Typefaces

  • Motter Femina
  • Trade Gothic

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