Devassa reimagined the classic “Brasil Pandeiro” in a music video-style brand film, shot in Salvador. The video showcases IZA as a powerful central figure while featuring real Brazilian creatives — dancers, graffiti artists and cultural influencers — who embody the brand’s message of “tropical creativity.”

By using the music video format, Devassa was able to engage audiences emotionally and culturally, creating a campaign that felt more like a piece of pop culture than an ad. It resonated especially with younger, diverse audiences and helped reposition the brand with authenticity and rhythm—generating over a million views and wide social sharing.

The campaign signaled a deeper repositioning of Devassa—embracing “tropical creativity” with cultural authenticity. With strong resonance on YouTube and social media (over 1.2 million views), it connected with diverse audiences and reaffirmed the brand’s Brazilian roots.

Production company: Stink, directed by Douglas Bernardt