“Brasil, A Magical Journey” campaign by Macy’s
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.
In-store decoration.
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.
Video clip produced by Magic Buller Media. Motter Femina is used in all-lowercase for the location names.
