Natura’s new advertising campaign places the Amazon Rainforest at the top of Forbes’ list of billionaires worldwide.
The São Paulo-based beauty brand and its Brazilian agency, Africa Creative, a part of Omnicom Group’s DDB Worldwide, initiated the move, which crowns the Amazon Rainforest with the top rank on Forbes’ famed list. A corresponding print version will be released on May 10th.
As a result, the World Bank has officially verified that the Amazon Rainforest is the world’s wealthiest entity, valued at $317 billion.
Tatiana Ponce, Natura’s CMO and Global Head of Innovation, stated, “Over more than 20 years of intense work in the Amazon, we have had the privilege of demonstrating to Brazil and the world that it is possible to respect the region’s socio-biodiversity and value traditional communities’ knowledge through regenerative practices.
“Now, once again, this has been proven and we highlight the incomparable wealth coming from the standing forest, achieved through the sustainable development of the Amazon region, which enables us to create high-performance products based on bio-innovation and biodiversity.”
Natura’s 55th anniversary marketing focuses on harnessing the Amazon’s bioeconomy.
Africa Creative Co-COO Joanna Monterio went on to say, “At Africa Creative, it’s a major success to highlight the immense value of Amazon’s position on the cover of Forbes’ Billionaires edition.
“We contacted Forbes with a unique advertising proposal to highlight Amazon’s economic and environmental relevance. Forbes praised the message’s unique, crucial importance and execution. It immediately consented to the special cover.
“There’s no one better suited to highlight the unparalleled value of the Amazon than Natura” .