PatBO: Miami Art Basel

Co-creating an experiential brand collaboration to boost recognition and cultural relevance.

Miami Art Basel is one of the premiere cultural moments in the US with the world’s biggest talent converging on the coastal metropolis. Three Brazilian brands – PatBO, Sol de Janeiro and Havaianas – were all looking to leverage the moment and partnered with MG Empower to deliver an experience that would generate massive social coverage.

With the event coinciding with the launch of the PatBO x Alessandra collection, in collaboration with model Alessandra Ambrosio, we developed a strategy around a yacht influencer event with Alessandra herself and Patricia Bonaldi to maximise buzz. To complement the experience, we invited Sol de Janeiro to provide an exclusive massage session on the boat and Havaianas to give out their iconic flip-flops for the occasion. This activation resulted in massive social coverage, helping the brands on a global scale but also driving qualified engagements with the local community.