Muro do Abraço
A wall that brought strangers together instead of keeping
them apart.
We turned the symbol of a dividing wall into a space for strangers to connect, hug, and share their stories, launching Globo's Malhação season built around "Every Form of Love." The activation reached 2,000 participants and 500+ social media mentions, winning the Lusophone Creativity Award 2020 and Columnists Award 2019.
What is Tv Globo?
Globo (Rede Globo) is Brazil's largest television network and one of the biggest media groups in Latin America, known for its telenovelas, journalism, and entertainment programming reaching audiences across the country.
The Chalenge
Globo needed a campaign that could stir real emotion to launch the new season of Malhação, a teen telenovela built around the theme "Every Form of Love", exploring what it means to love people we don't know.
The Concept
What if a wall could bring people together instead
of dividing them?
The strategy reimagined the wall, traditionally a symbol of separation, as a space that united strangers and encouraged them to share love and affection with one another. Beyond the hug itself, the activation opened conversations around themes the show would tackle: adoption, racism, and discrimination. The goal was to help people feel close enough to share their own stories and hear others.
The result?
The activation sparked real, public displays of connection between strangers, generating national visibility and driving conversation around the show's core themes.
Results
2,000
people participated in
the activation
500+
social media mentions and prime-time TV placements
2
international awards