AlmapBBDO launches Praia unit and debuts Ipanema rebranding

AlmapBBDO has launched Praia, an autonomous business unit specializing in branding, design, and brand architecture. Led by CCO Marcus Sulzbacher and business director Caroline Rua, the unit is divided into two specialized fronts: Praia Style, which focuses on the fashion and beauty ecosystem, and Praia OS, which manages brand identity systems supported by artificial intelligence.

Praia Style is debuting with the rebranding of the Ipanema brand, owned by Grendene. The new Ipanema campaign, titled ‘Você não é todo mundo’ (You are not everyone), marks a shift toward emphasizing individuality and personal style. The campaign introduces the ‘Sempre Nova’ line, featuring 12 different models across female, children, and baby categories. This initiative is part of AlmapBBDO’s broader strategy to diversify its portfolio through specialized units.