In 2016 the Portuguese government created a new fiscal regime where taxpayers could donate a part of their tax returns for cultural causes. The Ministry of Culture asked VMLY&R to create a different campaign to easily establish this new feature, using easily recognised elements of our culture. The solution was to use the Cante of Alentejo that in 2014 was recognized an Intangible Cultural Heritage of Humanity by UNESCO. The Ceifeiros de Cuba, one of the most notorious groups in Alentejo, gave their voice for this campaign.
