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Pastéis de Belém support Fado’s submission to UNESCO Intangible Cultural Heritage of Humanity.

Tradition and contemporaneity join in an ‘on pack’ campaign. Pastéis de Belém endorse Fado’s submission to the Intangible Cultural Heritage of Humanity with the launch of a special edition packaging illustrated by Andre Carilho.

FANQ!crossmedia
was the agency responsible for the creative development and strategic planning of this campaign that joins 2 icons of Lisbon culture, Fado and the Pastéis de Belém.

More than 200.000 packages of Pastéis de Belém will show Andre Carilho’s distinct work from the 15th of September until the 15th of December.

Based on the identities of both Fado and the Pastéis de Belém as unique experiences of the Portuguese capital, the package was also designed as a journey.

The package includes illustrations of 6 famous Fado singers, Amália Rodrigues, Alfredo Marceneiro, Carlos do Carmo, Mariza, Camané and Maria da Fé. It brings also a free voucher to visit the Fado Museum of Lisbon and a QR code to view the promotional video presented to UNESCO.

UNESCO’s decision will be officially anounced in November. A positive result can transform this special edition in a unique celebration form of a national conquest.