Fervo da Lud draws 1 million revelers with Levi’s and Império
Redação
Ludmilla’s megabloco transforms Rio Carnival into brand experience platform with strategic sponsorships and “RITMOS” theme celebrating Brazilian musical diversity.
Fervo da Lud establishes itself in Carnival 2026 as a benchmark for brand activation, gathering an estimated audience of over one million revelers in Rio de Janeiro. Led by singer Ludmilla, the megabloco takes place on February 17 at Circuito Preta Gil in downtown Rio, featuring the “RITMOS” theme that celebrates everything from axé to funk, from samba to sertanejo and tecnobrega.
Large-scale operation with cultural impact
The project’s dimensions reveal its strategic potential: Ludmilla performs approximately 24 hours of live shows throughout her Carnival marathon, mobilizes over a thousand professionals, and covers about 5,500 kilometers in just a few days. The operation transforms the bloco into a direct connection platform between brands and consumers, with significant cultural and economic impact.
Levi’s renews partnership after Super Bowl
After taking Ludmilla to the Super Bowl, Levi’s renews its partnership with the artist and lands at Fervo da Lud. At the megabloco, the brand launches a real-time printing activation and produces the official event t-shirts. The initiative strengthens Levi’s connection with artists who occupy the center of culture and build their own narratives, reinforcing its bond with a young, diverse, and highly engaged audience.
Cerveja Império activates Dopamina energy drink
Cerveja Império activates the Dopamina energy drink on the guest float, integrating the product into the event experience. The strategy dialogues with the track “Dopamina” from Ludmilla’s “Fragmentos” album, creating convergence between repertoire and activation. The energy concept reinforces the action’s coherence within the project’s proprietary territory.
By combining musical diversity, operational scale, and activations connected to the artistic narrative, Fervo da Lud reaffirms Carnival as a privileged environment for building cultural relevance and direct connection between brands and consumers.
Event Details
Ludmilla’s 2026 Carnival Marathon
Feb 12 – Fervo da Lud Bloco (Salvador)
Feb 13 – Glamour VIP Box (Salvador)
Feb 14 – Marco Zero (Recife)
Feb 15 – Carnaval dos Sonhos (Belo Horizonte)
Feb 15 – Carnaval da Cidade (São Paulo)
Feb 16 – Alegria VIP Box (Rio de Janeiro)
Feb 16 – CarnaRildy VIP Box (Rio de Janeiro)
Feb 17 – Fervo da Lud Bloco (Rio de Janeiro) – Circuito Preta Gil, Downtown
Feb 17 – Arpoador VIP Box (Rio de Janeiro)
Feb 21 – Áurea VIP Box (Rio de Janeiro)
Photo: Steff Lima
