Suzano Takes the Butterfly Effect to the Airport Wall
BRAZIL · COMPANIES
Key Facts
- —The campaign Suzano launched an advertising campaign called Efeito Borboleta on 9 September 2026.
- —The agency Mila, in its first work for Suzano after winning the account in April 2026.
- —The idea An origami butterfly, used to argue that small everyday choices of cellulose-based products compound into large change.
- —The media An animated film, outdoor advertising at Sao Paulo and Rio de Janeiro airports, streaming, social media, programmatic and print.
- —The scale The company says it plants more than a million eucalyptus seedlings a day.
- —The budget Not disclosed.
The world’s largest pulp producer is advertising to consumers who never knowingly buy its product. That is the point of the campaign.
Suzano launched a consumer advertising campaign on Wednesday 9 September built around an origami butterfly. It is the first work for the company by the agency Mila.
What the Campaign Says
The film uses the butterfly effect as its metaphor. Small everyday consumption choices, made often enough, compound into large outcomes.
The products it points to are the ones people handle without thinking about their origin: cups, packaging, bags, books and tissues, all made from renewable cellulose.
Marcela Porto, Suzano’s director of communication and brand, said the campaign shows in a sensitive and inspiring way that choosing increasingly sustainable products can contribute to a better future.
Pedro Lazera, executive creative director at Mila, said Suzano plants more than a million eucalyptus seedlings a day and also plants an idea, that each person can help transform the world with their daily choices.
Where It Runs
The animated film was produced by The Future Studios.
The media plan covers outdoor advertising at airports in Sao Paulo and Rio de Janeiro, streaming platforms, social media, programmatic buying and offline print.
Mila won the Suzano account in April 2026. This is its first campaign for the company.
The budget has not been disclosed.
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The Business Behind the Butterfly
Suzano is the world’s largest producer of market pulp, with about a third of the global market.
Full-year 2025 results, released in February, showed record net revenue near 50 billion reais and adjusted earnings of 21.7 billion, with net profit of 13.4 billion and sales volume of 14.2 million tonnes, up 15 percent.
Chief executive Beto Abreu said the results reflected consistency and discipline in execution against challenging market conditions, with pulp prices below their historical average.
That is the gap the campaign addresses. A company selling a commodity to industrial buyers has no natural consumer voice, and cellulose reaches households only inside somebody else’s product.
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Frequently Asked Questions
What is Efeito Borboleta?
A Suzano advertising campaign launched on 9 September 2026, built around an origami butterfly and the idea that small consumption choices compound.
Who made it?
The agency Mila, which won the Suzano account in April 2026, with animation by The Future Studios.
Where does it run?
Airport outdoor advertising in Sao Paulo and Rio de Janeiro, streaming, social media, programmatic and print.
How large is Suzano?
It is the world’s largest market pulp producer, with about a third of the global market and 2025 net revenue near 50 billion reais.
Sources: Meio e Mensagem, Propmark, Suzano investor relations and 2025 results.
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