// Short Blogposts+
Creative Expression That Does Not Fit Other Boxes. A Collection Of Thoughts, Ideas And Inspiration In Forms Of Words+.
Weekly Inspiration #1:
The Sun ☀
The sun (or sometimes more the lack of it in this country...) is my biggest influence on my personality and energy throughout the day. And I don't think I am the only one who feels this, but it is mid-June... I really need it...
And it is not only an inspiration for me, just think about the planet's total of songs and poems centred around the sun (you see what I did there? 😉). From Bob Marley's 'Sun is Shining' to Quincy Jones' 'Summer in the City', the sun is the light that gives energy and is often the synonym for the spark of life. And even its absence forms a source of inspiration, look at what the absence of the sun often implies. Sun Ra's 'When There Is No Sun' illustrates this perfectly. Not even to speak about the role of the sun in many religions and spiritual directions around the world. The Sun itself means more than can be explained, that is why it not being here among us in mid June, is more than just a consequence of global warming. It perhaps is a metaphor and sign of the hardships that are happening around the globe and should be brought to light.
Nevertheless, let's stay strong because better days are on the horizon. And while keeping hopeful, let's keep the words of the great Frank Sinatra in mind, "The dark days are gone, and the bright days are here. My Sunny one shines so sincere," hopefully.
So hereby an homage to the sun.
Weekly Inspiration #2:
Bar do Biu a Hyper-Localisation success case.
Sources: @bardobiu
Campaign by Nike
I recently saw the collaboration between Nike and Bar do Biu in São Paulo. Nike again showed that it is one of the leading companies in understanding culture and hyper-localisation.
We are moving beyond the age of bland, universal insights toward a desire for authentic human connection. Despite varying experiences, we appreciate truth when it is told authentically.
Consumers crave discovery and familiarity, seeking to explore beyond the obvious while finding comfort close to home. This is a prime opportunity for brands to use hyper-local communication to uplift local businesses and showcase new sides of familiar cities. Even global brands can benefit from embracing local cultures in their strategies.
Hyper-localisation helps brands move beyond generic messages by respecting and incorporating unique cultural elements. This approach builds trust and loyalty while revealing global diversity. By integrating local customs, traditions, and values into marketing and products, brands gain a competitive edge and foster stronger connections. Personalised marketing, like region-specific discounts and event sponsorships, enhances engagement, and localised operations turn employees into effective brand advocates.
For consumers, hyper-localisation means personalised, culturally relevant experiences with recommendations and offers reflecting their local tastes. Ultimately, this strategy helps brands forge deeper customer relationships by resonating with local markets and cultures.
But remember that it has to make sense and stay honest! In the case of Nike and Bar do Biu, it does and resonates with both consumer groups that already overlap.
Located at the intersection of Cardeal Arcoverde and João Moura streets in the Pinheiros neighbourhood, Bar do Biu has been serving food and drinks for over 40 years. The bar is a true journey into the world of Biu's family, consisting of Dona Edi and Rogerinho. From the dishes served to the artwork by Biu adorning the walls, the place is filled with tributes to Corinthians (a football club sponsored by Nike).
Bar do Biu has been a meeting point for Corinthian fans and many cultural movements in Pinheiros, including music and street art. The Choque Cultural Gallery, located across the street, brought artists from all over Brasil and the world, and many of them gathered around the bar.
To celebrate this rich history and its significance within the local community, Nike teamed up with local retailer Your ID to create a Family and Friends T-shirt featuring special artwork by Biu himself and exclusive bar items, such as glasses, bottle openers, and personalised uniforms. None of the items will be available for sale.
Bar do Biu is pure niche culture; if you search Google, you will not find any big articles about it, and this campaign will not win big prizes. If you know it, you know. But its importance is priceless, and Nike knows it.
Weekly Inspiration #3:
Rainy Summers and Books
To return to the topic of the sun, we are still struggling, aren't we? The rainy weather and sporadic showing of the sun in an almost teasing way have influenced me less than positively. But every week, The New Yorker publishes its list of the best books it read that week, and I love scrolling through it for inspiration. I scarcely read any of these, but I love the cover designs. As you see, like more people within my generation, I also struggle with actually reading and finishing books consistently.
But then it came to me: now that school vacations have started and the rainy weather is making going outside less attractive, isn't this the best time to pick up a book?
So, I picked up one of my favourite illustrations from this past week's list: Bird Milk and Mosquito Bones by Priyanka Mattoo, illustrated by Linda Huang, a memoir of a search and love for home, and I made this poster for the New Yorkers' best reads for this week.
Maybe after this, I will take my own advice.