Wall of Hugs - TV Globo Brazil

How about a challenge that touches people's emotions? That was the brief Rede Globo presented to promote the new season of Malhação, whose main theme was "Every Form of Love." The campaign encouraged reflection on love for strangers. Does the combination of love and a wall work? The strategy behind this experience was to redefine the meaning of a wall, traditionally seen as a symbol of separation, transforming it into one that unites people and encourages the sharing of love and kindness with strangers. Beyond the act of hugging, the project sparked discussions on topics the show would address, such as adoption, racism, and discrimination in general. The goal was to create a space where people could feel closer, share their stories, and connect with others. And the result of it all? 2,000 people participated in the initiative. Over 500 mentions on social media and appearances on prime-time TV. International recognition with the Lusophone Creativity Award 2020 and national recognition with the Colunistas Award 2019.