December 2025 – The Government of the State of Rio de Janeiro ends the year with a campaign that projects confidence and values the state’s identity. Created by the agency NOVA , “Sou + RJ” translates data and management results into a statewide communication, bringing together sectors such as security, culture, employment, energy, health, tourism and services in a single narrative.
The film starts from the idea that Rio is “a state of inspiration” and shows real people on the streets affirming their relationship with the territory based on advancements in different areas. The direct statements – “I want more culture,” “I want more jobs,” “I want more tourism,” “I want more health,” “I want more security,” and “I want more services” – function as a creative axis and connect information and emotion in an accessible language.
This argument is supported by concrete data. The campaign highlights Rio as one of the fastest-growing states in the country, a national leader in oil and gas production, and a benchmark in digital innovation. The growth in formal job creation, the attraction of new businesses, and the strengthening of the public service network reinforce this positioning. Tourism also occupies a significant place, with projections of a record number of foreign visitors in 2025.
“The ‘Sou + RJ’ tagline stems from the emotional connection people have with Rio and transforms that bond into a clear and approachable language. The goal was to create a tagline that combined information and emotion and represented the identity of the state,” says Virginia Lencastre, director of NOVA RJ.
The advertising strategy includes a TV commercial, radio spot, DOOH material, and digital pieces, with coverage throughout the state of Rio de Janeiro.
