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The campaign aimed to attract tourists to the World Cup, in the middle of Brazil's image crisis abroad and at home showing to potential tourists that we would be fully able to host the World Cup and provide amazing experiences for their stay independent of political and social events that were happening.

We needed to create a campaign with a coherent discourse that placate national and international issues in a clear and concrete way, and sustain the pre- Cup and during the World Cup.
We seek foreigners from more than 15 countries, who have visited and would like to visit Brazil and interviewed in depth to understand the strengths and that drew their attention on Brazil.

then we identified the opportunity to explore a great asset in Brazil that had not been previously used in any communication Embratur, THE BRAZILIAN.
We found that Brazilian people are the protagonists of a constant positive image of the country abroad. Talking about Brazilian is talking about joy, optimism. You think of people who are friendly, sociable, warm and relaxed, many qualities always remembered and admired by those who have come and also for those who would like to come.

Talk about their unique features and greatly admired by the various peoples of the world would be ideal to contemplate this undeniable truth we needed.

The big idea came to take this "gringo desire" to be a little Brazilian and an invitation to all tourists. In the same way that the Brazilians love to learn and absorb the culture and way of tourists, we realize that those who come to Brazil is also inspired by our way of life and want to get out of here with a little Brazilianness.

so we created the concept: "BECOME ONE THE US". An invitation not only to come, but also to deliver, and become a little Brazilian, even if only for the days spent here, a little Brazilian. The way you eat, to embrace, to leave over time. At the time of football, why not play and learn a little of our "ginga".

Based on this concept, we come to the theme of the campaign, taking advantage of the World Cup, "DANCE LIKE ONE OF US".

"Dance" is the translation of that swagger owner of Brazil, waddle also used as a way to bring our day-to-day. Flexible, highly adaptable, creative and resilient adversity.