São Paulo, June 2025 – FilmBrazil, the internationalization platform of the Brazilian Association of Audiovisual Works Production (APRO), in partnership with ApexBrasil (Brazilian Trade and Investment Promotion Agency), celebrates 20 years of presence at the Cannes Film Festival. Making the edition in which Brazil is the honored country even more special, the initiative will have the largest delegation in its history, with 37 Brazilian production companies representing the country in one of the main showcases of international audiovisual advertising.
The broad participation reinforces FilmBrazil’s commitment to promoting business and the international projection of the Brazilian market. Over the course of two decades, the platform has dedicated itself to paving the way for Brazilian production companies and talents at festivals and awards ceremonies, including the Cannes Film Festival, one of the main events that brings together representatives from the entire chain: agencies, advertisers, production companies and other players.
A recent survey released by APRO demonstrates this rise and Brazil’s potential as a player in the audiovisual market. The country recorded a historic record in the export of advertising projects in 2024, reaching USD 54.7 million. The data indicates that 74% of the budgeted projects were actually carried out and exported, resulting in a growth of 7% compared to the previous year. The numbers demonstrate how the Brazilian market is already considered a hub of production and creativity.
“It is with great pride and respect that we reach the 20-year mark of FilmBrazil’s participation in Cannes. Celebrating it at such a special and representative moment for the audiovisual industry allows us to remember everything we have achieved and plan with positive perspectives for what lies ahead. We salute the past while celebrating the future. Cannes is an opportunity to connect with the international market and reinforce the creative value of our industry. We expect to continue breaking business records and attracting more and more opportunities for the Brazilian market,” says Marianna Souza, executive president of APRO and executive manager of FilmBrazil.
In the last edition of the Festival, we estimate that Cannes brought in USD 6.9 million in immediate business for producers. The expectation for 2025 is to achieve an even more impressive result.
In addition to the business activities, FilmBrazil will once again have a Happy Hour space on the Palais Terrace. This year, it will be on the first day of the Festival and will feature musical entertainment by Acadêmicos do Baixo Augusta.
After the networking moment, the musicians will meet in front of the Palais for a Tribute to Washington Olivetto, at Trio W do Brasil.
The tribute to the emblematic figure of advertising executive Washington Olivetto is an initiative led by FilmBrazil, but has the support of ABAP and market partners from the agencies Africa, Almap, Galeria, GUT, Lew Lara\TBWA and McCann.
Campaign
For this edition, FilmBrazil presents the “Outfit Reels” campaign, created by GUT, which overflows with fashion, technology and content to give visibility to the work of Brazilian directors. The idea is based on the Brazilcore trend, which has been gaining popularity from the catwalks to social media.
The agency’s creative concept considered the creation of a collection with embedded technology in the pieces, transforming t-shirts, caps and eco-bags into media spaces. Through NFC (Near Field Communication), Festival participants will be able to access reels from national producers and talents with just a tap of their cell phone when passing by someone wearing “Outfit Reels”. “Fashion has always been a form of expression, and the agency excelled in proposing this path to showcase creativity, combined with innovation and craft, promoting the work of our Brazilian directors and producers,” adds Marianna.
It is worth noting that FilmBrazil has a partnership with ApexBrasil, Globo, S de Samba, Spcine and InvestSP, an investment promotion agency linked to the Secretariat for Economic Development of the State of SP.
Warm-up
To inspire the Jury & Participants from the associated production companies, FilmBrazil, together with ESTADÃO, held a Warm-up at the British Cultural Center on June 5th. The event was attended by journalist Lena Castellón, who gave a presentation with highlights from the Festival’s program. This action is supported by APRO and in partnership with ApexBrasil, Estadão, Spcine, InvestSP and Globo.
