Brazil Onchain igniting web3 culture

In May - June 2025, we launched Brazil Onchain, a campaign aimed at amplifying Web3 presence in Brazil through narrative-driven engagement, community partnerships, and a free NFT mint. The initiative reached thousands, created a blueprint for localized growth, and is now sparking demand for a second edition.

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Background / Context

Brazil has one of the most active and culturally rich digital communities in Latin America, but it remains underserved in global Web3 narratives. Brazil Onchain was designed to:

• Highlight Brazilian creators, values, and communities.
• Incentivize participation via a culturally relevant NFT drop tied to benefits to Rayls.
• Use storytelling to unify Web3 users under a shared identity and celebrate the brazilian community.

The Challenge

• Fragmented community engagement.
• Low cultural representation in mainstream Web3 campaigns.
• Lack of localized, narrative-driven marketing.

The Solution

We built a campaign around three pillars:

a. Narrative: A culturally resonant storyline tied to Brazilian identity in Web3, focused in giving back to the community.
b. NFT Drop: A free collectible that served as proof of participation.
c. Collaborations: Cross-community collabs to onboard, amplify reach and show projects that brazilians are co-creating.

Collaborations

We built a campaign around three pillars:

• Partnered with projects and communities: Including OKX , Metamask, Bitget, Wormhole, ParaBuilders, Keep Bored, Superteam BR, MoonBeam, PALAC3, TokenNation and many more.
• Supported by creators and influencers such as: Orlando Telles, Casta Cripto, Victor Cioffi.
• Interest from other orgs for next edition: BNB Chain, Modular Crypto, CookinDAO, Pagcrypto, Ledger.

Participating communities

Communities requesting to join

KOLs activations

NFT & Narrative

• NFT Concept: The design was a playful yet meaningful “Brazilian Starter Pack”, a 3D-rendered meme featuring one of the project’s iconic characters styled with unmistakable Brazilian elements like:

• Caipirinha

• Havaianas
• Futebol gear

The visuals struck a balance between global appeal and local authenticity, instantly recognizable as Brazil, without falling into clichés.

Minting the NFT also unlocked early adopter rewards, encouraging participation and long-term connection.

• Narrative Hook: The NFT drop was more than a collectible, it was a cultural signal. Framed as the first step in bringing banks onchain, Rayls launched its testnet exclusively to Brazilian users, where the team already had deep institutional roots. The goal? Help transition $100 trillion from TradFi to DeFi, starting with Brazil.

To celebrate, we hosted Super Spaces featuring key players from the Brazilian Web3 ecosystem and partnered with Superteam Brasil to mint the NFT on Solana, tying technology, culture, and accessibility into one launch.