During Carnival, most brands usually portray the crowds on the streets. We decided to focus on the diversity, through the concept "In the Carnival crowd, everyone is one of a kind." So, we created a stop-motion music video all shot on iPhone 7 Plus to show that each person is unique. There were about 1000 photos referring to the most different expressions of the Brazilian Carnival.

The video brings a new version of the classic Carnival song from 1973 “Eu Quero É Botar Meu Bloco na Rua”, ranked as the 38th greatest Brazilian song of all time by Rolling Stone Magazine. It’s an iconic song that talks about self-assertion and allowing yourself to be who you want to be. The song was recreated in an exclusive partnership with two up and coming (the band BaianaSystem and hip-hop singer Yzalú). It launch was totally digital and it quickly won Brazilians over.

"Meu Bloco na Rua" arose from the partnership with two upcoming Brazilian artists who are respected by the media and adored by fans. From this unprecedented partnership came the reinvention of one of the most classic Carnival songs from 1973, but cloaked in a 2017 arrangement.

To celebrate it, we produced a music video with around 1000 photos that explore different elements of the Brazilian Carnival: colors, costumes, and especially the diversity of people. All captured with an iPhone 7 Plus. There were 250 extras and over 400 costumes that reminisced the most diverse regions of Brazil.

It was launched 12 days before the beginning of Carnival in a digital strategy, using Facebook and YouTube as main channels. The song was released on Apple Music and the iTunes Store. Another key part of the strategy was to include important local influencers into the cast, enhancing the engagement among people.

Apple surprised Brazilians with a celebration of Carnival in an unprecedented way, by activating Brazilians' affective memory and engaging the younger generations.

“Meu Bloco na Rua” was the Carnival campaign with most engagement in 2017 (views + likes + comments + shares), coming out ahead of traditional Carnival advertisers such as beer brands and communication channels, which dominate this period with million-dollar media plans.

- Over 30 million views (YouTube, Facebook, Instagram, Twitter).

- The song was streamed in over 50 countries.

- 5th most-watched Apple video on YouTube currently.

- The only brand on YouTube trending list days before Carnival.

- 60% increase in the number of subscribers on Apple Brazil YouTubeChannel.

- 97% positive or neutral mentions on social networks.

- The song was played live and it was part of the DJs playlists

- BayanaSystem’s most streamed song on Apple Music within the first 24 hours