Black Madre Rocks in Rio with Cif and Superbet

Sao Paulo-based design studio Black Madre partnered with two brands at this year's Rock in Rio music festival, developing the illustrations and visual aesthetics for cleaning brand Cif, as well as betting company Superbet - working alongside creative agency SOKO on the former, and Artplan on the latter.

This Cif campaign at Rock in Rio celebrated not only cleanliness but also style, using an interactive booth and the brand's 'clean sneakers' icon to grab the audience’s attention with the impeccable shine of the footwear. As part of this, Black Madre developed a vibrant and playful visual identity with assets full of personality that showcased the characters' clean sneakers.

Additionally, the studio also created a versatile illustration system, giving a unique identity to the brand's social media presence and enabling impactful visual patterns which could be scaled across different formats and materials -  from booth prints, t-shirts and bags at the event, to digital posts.

"It was really cool helping to bring Cif to Rock in Rio for the first time - and right on its 40th anniversary," said Igor Ras, head of art at Black Madre. "The whole idea of the campaign is so fresh and nice, I love how the character design helps to elevate it with such a cool style and mood."

With Superbet, Black Madre's mission was to combine the power of music with the excitement of sports, helping create a memorable activation at the brand's stand.

"This project was so fun, I really like how the characters, the elements, the composition and the minimalist palette creates a vibrant and cool way to blend music and sports," said Igor.

To connect these two universes, they combined graphic elements in another distinct illustration system to form an immersive visual narrative that captured the energy of both music stages and sports arenas.

"This partnership with Artplan and Superbet reaffirms our commitment to delivering high-impact creative solutions, connecting brands with their audiences in a strategic and innovative way," said a spokesperson for Black Madre. "We are thrilled with the result and look forward to new opportunities like this!"