Washington Olivetto is honored with electric trio in Cannes

Advertiser Washington Olivetto was honored on Monday (16) in Cannes with an electric trio that traveled to Croisette, a traditional French city avenue. The action marked the 50th anniversary of the conquest of the first golden lion by a Brazilian in the film category in 1975.

The initiative was part of the opening program of the 72nd edition of the Cannes Lions International Creativity Festival. The trio W of Brazil, named after the publicist, killed in 2024, toured the stretch between Palais des festival and Hôtel Martinez with shows of Simoninha, Jairzinho and Academics from Baixo Augusta.

Part of Olivetto’s family was present in the honor. The children of the publicist, Antonia and Theo Olivetto, participated from the trio, holding a flag with their father’s face.

Led by Filmbrazil, the initiative was supported by APP (Brazilian Association of Audiovisual Works Production), Apexbrasil (Brazilian Agency for Export and Investment Promotion), ABAP (Collective Articulation Space of the Advertising Ecosystem), as well as Africa Creative, AlmapBBDO, Gallery, Lew’lara TBWA and WMCCANN. Globo and Samba producer S also participated in the production.

In addition to the tribute to Olivetto, this year Portuguese is the official language of the French Riviera, as part of Brazil’s initiatives in France.

Brazil was also recognized as the first “Creative Country of the Year” in the history of Cannes Lions. The honor is for countries that are committed to creativity and consistently produce works that define the market standard and professionals who shape global industry and culture.