Muro do Abraço
About the project
What if a wall could bring people together instead of keeping them apart?
The Hug Wall was created to promote the new season of Malhação – Toda Forma de Amar, inviting people to pause in the middle of their routine, look around, and share a moment of connection with someone they didn’t know.
The idea was to resignify the meaning of a wall. Instead of something that separates, it became a space for connection, encouraging people to exchange hugs, stories, and empathy with strangers.
More than 2,000 people engaged with the experience, generating over 500 social media mentions and visibility on national TV. But beyond the numbers, the project created a safe and open space for conversations around themes explored in the show, such as adoption, racism, and discrimination.
The experience was designed to make people feel closer, more open, and willing to share, even if just for a moment.
My role
Strategic Planning:
Defined the creative direction and how the experience would translate the show’s message into a real-life interaction.
Experience Design:
Designed the emotional journey, creating a space that felt safe, inviting, and meaningful for human connection.
Production & Execution:
Led the full production, including supplier hiring and coordination, ensuring the concept was executed with sensitivity and consistency.
The result was a powerful activation that turned a simple gesture into a shared emotional experience and reminded people that connection can happen anywhere.
Award
Lusophone Creativity Award 2020 — Bronze in Brand Activation
Columnists Award 2019 — Bronze in Product or Service Launch Event