Arroz e Feijão, Patrimônio do Brasil

Client: Camil

Some things are so deeply rooted in Brazilian culture that we almost forget to notice them. Rice and beans, the everyday staple found on tables across the country, are one of them.

As Brazil’s leading rice brand, Camil turned this cultural truth into a nationwide movement: collecting signatures to formally request that IPHAN (Brazil’s federal institute for the preservation of cultural heritage) recognize the country’s most iconic everyday dish as part of Brazil’s official cultural heritage.

And there was no one better than Thiaguinho, one of Brazil’s most beloved singers and a major figure in Brazilian popular culture, to become the movement’s ambassador.