ARCHIVEProtetor Brazinco Honours Adriano de Souza with a Sun Care Film
Protetor Brazinco launched "The Sun Rises for Everyone" in Brazil in March 2021, a single-film campaign produced by Carnaby that commemorates surfer Adriano de Souza's final year competing on the World Surf League circuit by tying his legacy of perseverance to the brand's sun-protection proposition.
The campaign emerged from a specific and time-sensitive creative opportunity. Adriano de Souza, affectionately known as Mineirinho, is widely regarded as the athlete who opened the door to international recognition for Brazilian surfing. His 2015 World Surf League championship — won against considerable odds and from a background far removed from Brazil's coastal elite — made him a national symbol of resilience. As 2021 marked his final competitive season on the tour, Protetor Brazinco chose to honour that career by releasing a special-edition product bearing his signature, directly linking the athlete's story of overcoming adversity to the product's core promise of reliable protection under the sun.
Carnaby, the Curitiba-based agency behind the work, constructed the campaign around a narrative concept rather than a conventional product demonstration. The film's title, "The sun rises for everyone," functions simultaneously as a statement about solar exposure — the democratic reality that the sun reaches every skin type and lifestyle — and as a philosophical reflection on de Souza's journey: opportunity, like sunlight, does not discriminate. In the Brazilian market, where outdoor culture, beach sport, and prolonged sun exposure are embedded in daily life, the alignment between a sun-care product and a surfing champion carries immediate cultural weight. The campaign belongs to the Health industry category and was submitted to the creative archive by Leandro Bonfim, credited as Kenny, of Sistema Fiep.
Protetor Brazinco was founded in Curitiba in 2016 by Juliano Lima, Rafael Tempo, and Ícaro Riede, following product research that had begun as early as 2012, according to Protetorbrazinco Com Br. The brand was built from the outset for people exposed to prolonged sun, particularly surfers and outdoor athletes, and differentiated itself through formulations featuring physical filters including zinc oxide, alongside resistance to water and sweat, as documented by protetorbrazinco.com.br. That founding purpose made Adriano de Souza a strategically coherent ambassador rather than a borrowed celebrity: the product was already designed around the conditions he competed in.
The broader Brazilian cosmetics and personal-care market in which Brazinco operates is dominated by large conglomerates. Natura, Grupo Boticário, and Unilever together accounted for more than 37% of the Brazilian cosmetics market in 2021, according to Export Flandersinvestmentandtrade — a figure that covers cosmetics broadly rather than sunscreen specifically, but which illustrates the scale of the competitive set surrounding a challenger brand. Within the sunscreen category, Sundown, distributed by Johnson and Johnson, held a strong consumer-facing position in Brazil, making shelf presence and brand distinctiveness especially important for independent players like Brazinco. Research documented by thereportcubes.com indicates that at least 75% of sun-care products purchased in the Brazilian market carried an SPF rating of 30 or higher, reflecting a consumer base with meaningful awareness of protection standards — the precise audience Brazinco's physical-filter formulation was designed to satisfy.
By anchoring "The Sun Rises for Everyone" to de Souza's farewell season on the World Surf League, Carnaby gave Brazinco a culturally specific reason to earn media attention that no price promotion or ingredient claim could have generated. The campaign also arrived in the same month as Brazinco's broader "5 years of Brazinco" brand milestone, published in February 2021 and also created by Carnaby, according to Thelistbrasil Com Br, giving the de Souza film the added function of punctuating a year of deliberate brand-building in the Brazilian market.
ARCHIVEThe creative approach Carnaby selected for "The Sun Rises for Everyone" is rooted in narrative rather than demonstration. The single film asset does not function as a conventional sunscreen advertisement presenting SPF values or application rituals. Instead, it uses the arc of Adriano de Souza's career — a surfer from inland Minas Gerais who reached the pinnacle of the World Surf League — as the emotional and conceptual engine of the work.
The title itself carries the campaign's primary creative idea. "The sun rises for everyone" is a phrase that operates on two registers at once. As a literal statement it acknowledges the universal nature of solar exposure, which underpins every sun-care product's reason for existing. As a figurative claim it speaks directly to de Souza's biography: a champion who emerged not from Brazil's traditional surfing heartlands but from circumstances that made his success unexpected, proving that opportunity and achievement are not the exclusive territory of the privileged. This layering of product truth and human story is the structural choice that gives the film coherence beyond a simple endorsement.
The campaign was submitted to the creative archive by Leandro Bonfim, credited under the name Kenny, affiliated with Sistema Fiep. Beyond this credit, production credits for "The Sun Rises for Everyone" are not publicly documented in available sources. What the archive record does confirm is that the campaign was produced as a Film medium piece, distributed in Brazil in March 2021, and contained one listed media asset — a focused production choice that concentrates creative energy into a single, self-contained narrative statement rather than dispersing it across formats. The special-edition product signed by de Souza served as a tangible extension of that narrative, translating the film's tribute into a physical object consumers could purchase, making the campaign function simultaneously as brand storytelling and product launch.
Protetor Brazinco's "The Sun Rises for Everyone" receives a Clapboard Score of 63 out of 100, reflecting a campaign whose creative concept is coherent and culturally grounded but whose documented reach remains limited by the evidence available in the public record.
No verified third-party performance data for "The Sun Rises for Everyone" — including broadcast ratings, paid media investment, sales uplift for the special-edition product, or brand-tracking results — is publicly available. What the archive record does provide is a measure of archival engagement: the campaign page has recorded 999 views and 2 likes since submission, according to Clapboard's own archive data. These figures reflect the campaign's footprint within the creative industry archive rather than its consumer reach in the Brazilian market, and should be read accordingly.
Structurally, the campaign's effectiveness rests on several well-constructed choices. The decision to time the film's release to coincide with Adriano de Souza's final World Surf League season gave it inherent news value within Brazilian sports culture, where Mineirinho's career carried genuine national significance. The narrative concept — connecting a sun-care product to a champion's philosophy of universal opportunity — is logically consistent with the brand's founding purpose of serving outdoor athletes. The special-edition product gave the campaign a commercial conversion point beyond awareness. And the concentration of production resources into a single film asset, rather than a fragmented multi-format campaign, suggests disciplined creative direction appropriate to a challenger brand operating in a market where Natura, Grupo Boticário, and Sundown command substantially greater media budgets.
"The Sun Rises for Everyone" is a 2021 film campaign by Protetor Brazinco, created by Carnaby in Brazil. It honours surfer Adriano de Souza's final World Surf League season by linking his career of perseverance to the brand's sun-protection promise, and launched alongside a special-edition product bearing his signature.
Adriano de Souza, known as Mineirinho, is a Brazilian surfer regarded as the athlete who opened international recognition for Brazilian surfing. Brazinco featured him because the brand was built for outdoor athletes and surfers, making de Souza a strategically coherent choice for a product designed around the conditions he competed in across his World Surf League career.
Carnaby, a Curitiba-based advertising agency, created "The Sun Rises for Everyone" for Protetor Brazinco. The campaign was submitted to the creative archive by Leandro Bonfim, credited as Kenny, of Sistema Fiep. Carnaby also produced Brazinco's broader five-year brand milestone campaign published in February 2021.
The title operates on two levels. Literally, it acknowledges that sun exposure is universal, which underpins any sun-care product's purpose. Figuratively, it reflects Adriano de Souza's biography as a champion from non-traditional origins, suggesting that opportunity — like sunlight — does not discriminate, connecting the product's protective function to a broader human philosophy.
Protetor Brazinco's "The Sun Rises for Everyone" receives a Clapboard Score of 63 out of 100. The score reflects a culturally coherent creative concept built around Adriano de Souza's World Surf League farewell, balanced against the absence of publicly verified performance metrics for the campaign's consumer reach in the Brazilian market.
Brazinco competes as a challenger brand against established players including Sundown and the broader cosmetics portfolios of Natura and Grupo Boticário. Its strategy centres on product differentiation through physical filters and water resistance tailored to surfers and outdoor athletes, supported by culturally specific campaigns like the Adriano de Souza tribute that larger brands are less positioned to make credibly.
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