In a striking campaign by beauty brand Natura, the Amazon Rainforest has outshone Elon Musk to claim the top spot on Forbes’ list of the world’s richest billionaires.
The campaign, which went live online on April 26, features the Amazon Rainforest on the cover of Forbes, proclaimed as the wealthiest entity globally with a valuation of $317 billion, according to World Bank statistics. A corresponding print edition is set to be released on May 10.
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This innovative branded content activation, a collaboration between São Paulo-based Natura and its Brazilian agency, Africa Creative of Omnicom Group’s DDB Worldwide, marks a significant milestone as Natura celebrates its 55th anniversary. The campaign emphasizes the economic viability and critical importance of preserving the Amazon, illustrating that the intact forest’s value is seven times greater than the potential revenue from its destruction.
The cover presents a vibrant portrayal of the Amazon’s rich biodiversity, representing the abundant wealth and life it sustains. Beneath this striking image, readers will discover the standard Forbes cover, connecting the remarkable narrative of Amazon with the authoritative content of Forbes’ global billionaires’ list.
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The campaign seeks to highlight the potential of the bio-economy as a transformative force for positive change, showing that economic incentives can be harmoniously aligned with environmental conservation.
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