DOVE
A SEAT IN THE SUN
Brazilian beaches are culturally perceived as democratic public spaces.
Places associated with freedom, leisure, and belonging.
But for many people—especially disabled and plus-size bodies—that experience is shaped by exclusion hidden inside infrastructure.
The conversation around inclusion had evolved beyond representation.
Visibility alone was no longer enough.
People wanted brands to create tangible change in the real world—not only symbolic communication.
Research revealed a structural problem:
• 51% of disabled people avoided beaches due to lack of accessibility
• 42% of plus-size individuals stopped going because of inadequate infrastructure
• 20% specifically avoided beaches because they couldn’t fit into standard beach chairs
The issue wasn’t desire.
It was design.
Public spaces are only truly democratic when they are designed for every body.
Inclusion is not just cultural.
It’s infrastructural.
We transformed Dove’s purpose into a public experience.
“A Seat in the Sun” redesigned part of the beach infrastructure to create a more inclusive environment for disabled and plus-size people.
Not as a symbolic gesture—
but as a functional intervention people could physically experience.
the EXPERIENCE SYSTEM
The project combined multiple layers of accessibility:
• Wider and reinforced chairs for plus-size bodies
• Amphibious wheelchairs designed for sand and water mobility
• Non-binary and accessible bathrooms
• Beach access ramps
• Specialized physiotherapists supporting mobility assistance
Inclusion became embedded into the environment itself.
The beaches of Leme, Copacabana, Ipanema, and Leblon became living spaces for inclusion.
Instead of creating a branded spectacle, Dove integrated accessibility directly into everyday public life.
The experience felt natural, useful, and human.
SPATIAL EXPERIENCE
HUMAN IMPACT
The project changed how people experienced the beach—not only physically, but emotionally.
Comfort became dignity.
Access became belonging.
For many participants, it was the first time the space truly felt designed for them.
scale
What started as a local activation evolved into a broader accessibility initiative.
More than 3,000 inclusive chairs were donated to some of the busiest beaches in Brazil—expanding the impact beyond the original experience.
CONTENT & CULTURAL IMPACT
The intervention generated organic conversation because it addressed a real and visible tension.
People didn’t simply consume the message.
They witnessed inclusion operating in public space.
The project became both a service and a cultural statement.
role
Led strategy and brand direction.
Focused on transforming Dove’s global positioning into a culturally relevant public experience—connecting inclusion, accessibility, infrastructure, and behavior change.
This project reflects my belief that the most meaningful brand experiences are not performative—
they improve how people move through the world.
AWARDS
Cannes Lions 2023
Bronze — Outdoor
Clube de Criação
Silver — Direct Marketing
Bronze — Public Relations
Effie Awards Brazil
TikTok Awards
Best Campaign focused on DE&I