At one of Brazil's largest innovation events, RECORD's challenge wasn't simply to be present, it was to strengthen connections. As the Media Partner of the first-ever São Paulo Innovation Week, RECORD needed to introduce itself to a highly connected audience of technology professionals, entrepreneurs, and opinion leaders. Beyond reinforcing its position as a multiplatform media company, the goal was to bring an existing brand belief to life: innovation only matters when people are at its center.
In an environment where most brands focused on showcasing technologies, platforms, and new solutions, RECORD chose a different approach. Instead of asking what technology can do, we wanted to remind people who technology is for. Our objective was to create an experience that fostered belonging, encouraged genuine human connections, and turned a visit to our booth into a shareable memory. Technology would be the enabler, people would remain the protagonists, from beginning to end.
To turn this brand belief into a tangible experience, we created a space where nature, technology, and human interaction could coexist. Within 452 square feet, we designed a Natural Tech environment that blended wood, greenery, organic shapes, and a large LED display. Every element was intentionally designed to encourage people to stay and connect: a small bleacher area served as a rest and phone-charging spot, a coffee bar invited people to stay longer, and a large curved screen turned visitors into the protagonists of the experience. At the heart of the booth, we launched The Art of You, an activation created exclusively for the event. Each visitor answered six simple questions about their personality on a tablet installed at the booth. Based on those answers, an AI generated a unique artwork, inspired by original illustrations created by Brazilian artist Dalton Albertin, representing Brazil's cultural, natural, and human diversity in dialogue with elements of RECORD's identity. In less than a minute, the artwork was displayed on a large screen, reinforcing each participant's moment in the spotlight. It could then be printed as a physical keepsake and instantly downloaded via QR code, extending the experience beyond the event and encouraging organic sharing on social media.
As the event's Media Partner, the experience also reached beyond the physical space, gaining visibility in RECORD's programming, on the R7 portal, and in organic content published across our multiplatform ecosystem. At an event dedicated to innovation, we chose to use technology not to impress people, but to make each of them feel seen.
Over the three days of São Paulo Innovation Week, the activation generated more than 20,000 brand experiences, considering coffees served, giveaways distributed, personalized artworks, and in-person interactions.
A total of 1,146 unique artworks were AI-generated, with 1,070 printed, showing visitors' interest in taking home a physical keepsake of the experience. Because of this, many visitors returned to the booth hours after their first interaction. All 7,000 tote bags produced were fully distributed and circulated throughout the event, organically extending the brand's presence. In addition, the 13,143 coffees served turned the space into a natural point of meeting, exchange, and connection. The experience also gained spontaneous repercussions on social media and was amplified by coverage on RECORD's television programming and the R7 portal, reinforcing the initiative's reach far beyond the in-person event.