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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: http://www.fashionforwardtrends.com License: All Rights Reserved.
    In-store decoration.
    Source: https://thebrazilianfoodie.wordpress.com The Brazilian Foodie. License: All Rights Reserved.

    In-store decoration.

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

    In-store decoration.
    Source: http://www.kakauhofke.com Kakau Höfke. License: All Rights Reserved.

    Shopping bags featuring designs by Brazlian artist Kakau Höfke.

    In-store decoration.
    Source: https://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: https://vimeo.com License: All Rights Reserved.
    “Brasil, A Magical Journey” campaign by Macy’s 8
    Source: https://vimeo.com License: All Rights Reserved.

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

    Typefaces

    • Motter Femina
    • Trade Gothic

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