The Power of a Hug!

The Rio 2016 Summer Olympics were the last pre-pandemic ones. A moment when Brazil managed to move the world by showing human warmth, capacity for achievement, and our unique charm.

And, not for any other reason, our brand represents all of this through the most scarce commodity in the world today: the hug. A brand-sculpture that spoke – and continues to speak – of Rio and Brazil to 7 billion people worldwide.

Celebrating our encounter with the Games and this event of unity so important to humanity, our CEO Fred Gelli spoke with Beth Lula, responsible for the branding and design of the Rio 2016 Olympic Committee.

Beth Lula is a true Carioca (native of Rio de Janeiro), a proud Brazilian, passionate about traveling, and mother of Maria Yumi and Francisco. She holds a degree in Social Communication and a Master's degree with academic distinction in "Communications Management" from the University of Strathclyde, Glasgow/United Kingdom.

As Brand Director for the Rio 2016 Olympic and Paralympic Games, she was responsible for all strategic planning and value creation for the Rio 2016 brands and their products, generating engagement from diverse audiences and business opportunities for other areas, sponsors, and partners. In 2016, she received the Client of the Year award, Brazil Design Award, from ABEDESIGN.

As a Branding Consultant for the International Olympic Committee (IOC) and Organizing Committees of future Olympic and Paralympic Games, she is dedicated to developing strategies and experiences so that brands can communicate their purposes, mobilize people, and generate a positive impact on the world.

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