WPP STREAM BRAZIL AND THE BAHIAN MOJO When foreigners think about Brazil, the first idea that comes to their minds is Rio de Janeiro or Amazônia. Probably Carnival, Gisele Bünchen, Brazilian soccer teams or even players. Caipirinha, for sure. Maybe, for some, Bossa Nova, Samba and all the music. But in my perspective (I am a Brazilian from heart, body and soul), there is nothing better to represent Brazil than Bahia. Bahia, the biggest state in the northeast area in the country, with around 15 million people living there today. More than thirty beaches surround Salvador, its capital. Much more churches are there since 1530: three hundred, seventy-two, to be precise. A place where the huge majority of people are black (more than 55% of the population) and where the slaves’ work and contribution from centuries ago are present in the streets, food and culture until nowadays. In Bahia, diversity and miscegenation are the rule, the state of mind, the reasons why for its authenticity and differentiation. Religions are raised together and express people’s myths, beliefs and desires. Food is outstanding, made with love, care and a lot of strange ingredients that come from people’s history and also faith. Music pulses inside everybody’s veins and dancing is a powerful way to express the love for life (and a lot of hope, as well). In this magic place, there are magic people: the Bahians. Blessed with beauty, openness, generosity, dancing soul and heart, music as their main language. It is easy to identify a Bahian: always with a huge and friendly smile, calling you by a nickname he will invent at the moment, inviting you to come, dance and be yourself. WPP Stream Latam second edition happened last June immersed into this unique universe. There couldn’t exist a better mix: an event that stands for innovation, diversity, "all people together" happening in a place known for its "mojo". Being one of the sponsors, we brought to the stage seven strong stories from seven different Brazilian women — one of them, Bahian. Their stories were transformational ones. From creating new businesses with social impact to helping disable people and their families. One of the stories, with a brand perspective — Helmann’s — on a key problem humanity faces today: food waste. It was a powerful way to touch hearts and souls, being inspired by ‘real makers’. This was my first WPP Stream. And I must confess I was really surprised by the "unconference" format.. Maybe my corporative badge didn’t let me feel, from the first beginning, that when in Bahia, everything must. go differently. And it is a bless!. Fingers crossed for the next one, Paula Puppi ;) In Bahia, with Bahians. For sure. 25